Matching and ranking content items

ABSTRACT

The present disclosure is directed to a networking system that provides a user experience in which users of the networking system can interact with user-generated digital content items to select and receive information about one or more products. In particular, the systems and methods involve identifying products shown within user-generated digital content items and associating the user-generated digital content items with the identified products. In addition, where a user selects a product shown within a digital content item, the systems and methods involve selectively identifying other user-generated digital content items for the user based on a coefficient between the user and the other user-generated digital content items. Moreover, the systems and methods involve tracking user-interactions with respect to digital content items and generating and providing a creation insight including an identification of one or more products predicted to engage users of the networking system.

CROSS REFERENCE TO RELATED APPLICATIONS

This application is a continuation of U.S. patent application Ser. No.16/297,276, filed on Mar. 8, 2019, which is a continuation of U.S.patent application Ser. No. 15/488,739, filed Apr. 17, 2017 which issuedas U.S. Pat. No. 10,277,950. Each of the aforementioned applications ishereby incorporated by reference in its entirety.

BACKGROUND

Communication systems allow users to connect and communicate with otherusers. Indeed, a user of a communication system, such as a socialnetworking system, may create a profile accessible via the communicationsystem that corresponds to a user identity and enables the user tofollow other users, view digital content originating from other users,and otherwise engage in a user experience with other users of thecommunication system. Because of the increasing popularity of onlinecommunication and networking, as well as the increasing amount ofdigital media shared via users of various communication systems, acommunication system (e.g., a social networking system) provides anideal forum for merchants, marketers, and other entities to increaseawareness and boost sales for products and services. In addition,communication systems provide an ideal forum for users to receiveinformation and inquire about various products and services.

Many merchants increase awareness by distributing digital media (e.g.,images, videos) to users of conventional communication systems. Forexample, many merchants provide digital media via sponsoredadvertisements delivered or otherwise made available to users of thecommunication system. In addition, many merchants enlist third-partyusers (e.g., influencers) to provide images and videos to further engageusers of the communication system and increase awareness about variousproducts and services. Conventional systems for increasing awareness viadistributed digital media, however, has various drawbacks andlimitations.

For example, conventional communication systems often fail to provide aneffective way for viewers of digital media to learn more informationabout products shown within digital media. For instance, where a userviews or otherwise receives a photo (or other digital media) in which anarticle of clothing is shown, a viewer of the photo often fails toimmediately recognize the brand or model of the article of clothing. Asa result, the viewer often expends considerable effort to learn moreabout the article of clothing by sending a message to an originator ofthe digital media or, alternatively, searching for the article ofclothing via third-party websites.

In addition conventional methods for raising product awareness oftenfail to provide a user experience that enables users to convenientlypurchase the product shown within digital media. For example, whileconventional techniques for delivering digital media generally involveproviding a photo or video in which a product appears, in order topurchase the product, users typically visit a store associated with theproduct at a later time or navigate to a third-party website associatedwith the merchant in order to purchase the product. As such, users oftenforget about the product or, alternatively, experience frustration whenswitching between websites that provide substantially different userexperiences.

Further, merchants and other providers of digital media often fail toprovide digital media that realistically represents products (e.g.,goods and/or services) to typical users of the communication system. Asan example, in order to portray an article of clothing in the bestpossible light, a merchant may professionally produce a video in which aparticular clothing ensemble is shown by a model in a controlledenvironment (e.g., a professional photo-shoot). While professionallyproduced media effectively shows a positive side of the product as themerchant wants the product to appear, many consumers hesitate topurchase clothing or other products without seeing how the productappears or is used under normal circumstances and by a variety ofindividuals.

In addition, merchants often fail to deliver digital media thateffectively engages individual users of the communication system. Inparticular, even where a merchant produces digital media that showsdifferent ways of how a product appears or how it may be used, merchantsare still limited in what digital media is provided as well as how thedigital media is delivered to particular users. For example, merchantsare often limited to providing digital media delivered directly from themerchant. In addition, merchants are often limited to distributingdigital media produced by or otherwise originating from the merchant. Assuch, merchants often fail to provide digital media that effectivelyengages individual users of the communication system.

Moreover, merchants often fail to predict which products shown withindigital media will maximize engagement of users of the communicationsystem and ultimately result in end-users purchasing correspondingproducts. For example, while many merchants gather information aboutcustomers and purchased products, merchants nevertheless experiencedifficulty identifying content (e.g., products) to include withindigital media that will positively influence users to engage with andeventually purchase an associated product. As such, merchants oftenprovide fail to deliver digital media that maximize engagement by usersof the communication system.

These and other problems exist with regard to providing a positive userexperience with regard to providing digital content items that enableusers to interact with and receive information about products showntherein.

BRIEF SUMMARY

One or more embodiments described herein provide benefits and/or solveone or more of the foregoing or other problems in the art with systemsand methods for identifying products (from a product catalog) withindigital content items and providing digital content items to users basedon the identified products therein. For example, systems and methodsdescribed herein provide a user experience in which users of anetworking system (e.g., social networking system) can interact directlywith digital content items to select a product (e.g., an article ofclothing) shown within the digital content item and view informationassociated with the product. In addition, systems and methods describedherein enable a user to purchase the selected product from the digitalcontent item via an associated graphical user interface of thenetworking system.

The disclosed systems and methods enable a user to conveniently receiveor otherwise obtain information about products shown within digitalcontent. For example, the disclosed systems and methods enable users ofa networking system to interact with digital content items havingproducts shown therein to receiving information about various products.In particular, the disclosed systems and methods identify products shownwithin user-generated digital content items and further enable a viewerof the user-generated digital content items to select the identifiedproducts to view additional information about the product.

In addition, the disclosed systems and methods identify and provideuser-generated digital content that engages users by providing arealistic representation of various products. In particular, the systemsand methods disclosed herein provide user-generated digital contentitems posted by various users of the networking system that includeidentified products therein. This realistic portrayal of products isaccomplished by detecting objects within user-generated digital contentitems and determining a confidence score associated with a likelihoodthat the detected objects correspond to respective products from aproduct catalog (e.g., collection of goods and/or services). Based ondetermined confidence scores, the described systems and methodsassociate user-generated digital content items with products from thecatalog. The described systems and methods further provide a graphicaluser interface including an immersive view of a particular product(e.g., a user-selected product). Within the immersive view, thedescribed systems and methods provide any number of user-generateddigital content items (e.g., from a variety of users) associated withthe particular product.

Furthermore, in one or more embodiments, the disclosed systems andmethods effectively engage users of the networking system by selectivelyidentifying user-generated digital content items for a specific user andpresenting the selectively identified user-generated digital contentitems to the specific user. In particular, the systems and methodsdisclosed herein include detecting a selection of a product (e.g., froma product catalog) within a digital content item and providing, to auser, a graphical user interface including an immersive view for theselected product. In addition, the systems and methods described hereininvolve determining compatibility scores between the user and aplurality of user-generated digital content items in which the selectedproduct has been identified. The systems and methods further includeidentifying user-generated digital content items from the plurality ofuser-generated digital content items based on the compatibility scoresand further presenting the identified user-generated digital contentitems in accordance with the compatibility scores.

Moreover, in one or more embodiments, the disclosed systems and methodsgenerate and provide creation insights (e.g., post creation insights)including identifications of various products predicted to maximizeengagement of users of the social networking system. For example, in oneor more embodiments, the systems and methods disclosed herein receiveposts (e.g., social networking posts) including digital content itemsand identify various products (e.g., from a product catalog) within thedigital content items. The described systems and methods trackinteractions by users of the networking system with respect to the poststo determine engagement scores for the plurality of products from theproduct catalog. Based on the engagement scores, the disclosed systemsand methods generate a creation insight including an identification ofone or more products from the product catalog predicted to engage usersof the networking system. In this way, merchants and influencers canprovide digital content that maximizes engagement by users of the socialnetworking system, effectively boosting awareness of particular productsand boosting sales of those products.

Additional features and advantages will be set forth in the descriptionwhich follows, and in part will be obvious from the description, or maybe learned by the practice of such exemplary embodiments. The featuresand advantages of such embodiments may be realized and obtained by meansof the instruments and combinations particularly pointed out in theappended claims. These and other features will become more fullyapparent from the following description and appended claims, or may belearned by the practice of such exemplary embodiments as set forthhereinafter.

BRIEF DESCRIPTION OF THE DRAWINGS

In order to describe the manner in which the above-recited systems andmethods provide various advantages and features, a more particulardescription will be rendered by reference to specific embodimentsthereof that are illustrated in the appended drawings. It should benoted that the figures are not drawn to scale, and that elements ofsimilar structure or function are generally represented by likereference numerals for illustrative purposes throughout the figures.Understanding that these drawings depict only typical embodiments andare not therefore to be considered to be limiting of its scope, variousembodiments will be described and explained with additional specificityand detail through the use of the accompanying drawings in which:

FIG. 1 illustrates a block diagram of an environment in which anetworking system is implemented in accordance with one or moreembodiments;

FIG. 2A illustrates an example graphical user interface for selecting aproduct shown in a digital content item in accordance with one or moreembodiments;

FIGS. 2B-2D illustrates an example graphical user interface including animmersive view for a selected product in accordance with one or moreembodiments;

FIG. 3A-3C illustrate an example graphical user interface showing anetworking post including a digital content item and associated commentsin accordance with one or more embodiments;

FIG. 4A illustrates an example user interface for selecting anidentified product shown within a digital content item in accordancewith one or more embodiments;

FIGS. 4B-4D illustrate an example user interface showing exampleimmersive views for a selected product in accordance with one or moreembodiments;

FIGS. 5A-5B illustrate example graphical user interfaces for generatingand providing a creation insight including an identification of one ormore products in accordance with one or more embodiments;

FIG. 6 illustrates a schematic diagram illustrating a networking systemin accordance with one or more embodiments;

FIG. 7 illustrates a flow diagram of a method for identifying productswithin user-generated digital content in accordance with one or moreembodiments;

FIG. 8 illustrates a flow diagram of a method for ranking user-generateddigital content items having products identified therein in accordancewith one or more embodiments;

FIG. 9 illustrates a flow diagram of a method for generating andproviding a creation insight in accordance with one or more embodiments;

FIG. 10 illustrates a block diagram of an example computing device inaccordance with one or more embodiments;

FIG. 11 illustrates an example network environment of a socialnetworking system in accordance with one or more embodiments; and

FIG. 12 illustrates a social graph in accordance with one or moreembodiments.

DETAILED DESCRIPTION

One or more embodiments described herein include a networking system(e.g., a social networking system) that provides a user experience inwhich users of the networking system can interact with user-generateddigital content (e.g., digital content generated or otherwise providedby users of the networking system) to select and receive informationassociated with one or more products (e.g., goods and/or services) shownwithin the user-generated digital content. In particular, in one or moreembodiments, the networking system enables users to interact withuser-generated digital content items to select products shown thereinand view information associated with the selected products. Thenetworking system further enables users to purchase the selectedproducts via a graphical user interface provided by the networkingsystem. In addition, as described herein, the networking system providesfeatures and functionality that improve the experience of users of thenetworking system to interact with products shown within digital contentitems.

In one or more embodiments, the networking system enables users toconveniently receive information about various products by identifyingproducts (from a product catalog) shown within digital content items. Inparticular, in one or more embodiments, the networking system receives auser-generated digital content item (e.g., via a social networking post)and detects an object within the user-generated digital content item.The networking system determines a confidence score associated with alikelihood that the detected object corresponds to a product from aproduct catalog including a collection of products and associatedinformation. In particular, the networking system determines theconfidence score based on various factors, as will be described infurther detail below. Based on the confidence score, the networkingsystem can associate the user-generated digital content item with theproduct from the product catalog. As will be described in further detailbelow, the networking system can identify any number of products withindigital content items and associate the digital content items withproducts from the product catalog.

The networking system further provides a realistic representation ofvarious products shown within digital content items by providing digitalcontent items associated with the various products to a user of thenetworking system. For example, in one or more embodiments, in responseto receiving a user selection of a product shown within a digitalcontent item, the networking system provides a graphical user interfaceincluding an immersive view (e.g., a viewer or interface within thegraphical user interface of the networking system) for the selectedproduct. In particular, in one or more embodiments, the networkingsystem provides any number of user-generated digital content itemsassociated with the product within the immersive view.

Furthermore, the networking system individually engages users of thenetworking system by selectively identifying digital content itemsassociated with various products for a user and providing the identifieddigital content items to the user (e.g., within the immersive view ofthe graphical user interface). For example, in one or more embodiments,the networking system detects a user selection of a product within adigital content item. In response to the user selection, the networkingsystem identifies a plurality of digital content items associated withthe selected product (e.g., user-generated digital content items postedby various users of the networking system) and determines acompatibility score between the user and the respective digital contentitems based on various compatibility factors, as will be described infurther detail below. The networking system further provides thegraphical user interface including the immersive view for the identifiedproduct and provides, within the immersive view, one or more of theidentified digital content items ranked or otherwise organized based onthe determined compatibility scores.

Moreover, in one or more embodiments, the networking system increasesengagement of users of the networking system by providing creationinsights for various entities (e.g., merchants, influencers, etc.) ofthe networking system. The networking system provides the creationinsights by identifying products to include within digital contentitems. In particular, in one or more embodiments, the networking systemidentifies products to include within a digital content item predictedto engage users of the networking system. For example, in one or moreembodiments, the networking system receives a plurality of postsincluding digital content items and including various products from aproduct catalog identified therein. The networking system further tracksinteractions by users of the networking system with respect to the postsand determines engagement scores for the various products based on thetracked interactions. Based on the determined engagement scores, thenetworking system generates a creation insight including anidentification of one or more products predicted to engage users of thenetworking system (e.g., if included within a post).

Embodiments described herein provide a number of advantages overconventional communication systems for distributing digital media tousers of the communication system. For example, in one or moreembodiments, the networking system enables users to interact withuser-generated digital content items by selecting products identifiedtherein and immediately receive additional information about theselected product. By enabling users to interact directly with digitalcontent items and receive immediate access to product information, thenetworking system provides a positive user experience and avoids causingusers to forget about or delay purchasing products in which they have agenuine interest.

In addition, the networking system provides a realistic representationof products shown within digital content by identifying and providinguser-generated digital content items from various users of thenetworking system. In this way, the networking system enables users toconstruct opinions about products based on real-life examples of how aproduct is used rather than based on a narrow or limited representationprovided directly from a merchant, influencer, or other entity directedassociated with the product.

Furthermore, the networking system engages users by providing anindividualized presentation including user-generated content itemsselectively identified for a particular user. For example, thenetworking system provides any number of user-generated digital contentitems in accordance with a ranking determined for an individual user ofthe networking system. By providing an individualized presentation, thenetworking system better engages users and further enhances the userexperience by grabbing the attention of the user with respect toselected products shown via the networking system.

Moreover, the networking system enables merchants, influencers, or otherdistributors of digital content to effectively engage users of thenetworking system by providing creation insights including identifiedcombinations of products predicted to maximize engagement of users ofthe networking system. In this way, merchants, influencers, and otherscan take advantage of resources provided by the networking system tobetter engage users of the networking system and positively raiseawareness about various products.

Additional detail will now be provided regarding an example environmentincluding the networking system implemented therein. For example, FIG. 1illustrates a schematic diagram illustrating an example communicationenvironment 100 for performing the processes and features describedherein. As illustrated in FIG. 1, the communication environment 100includes a server device 102 including a networking system 104 thereon.The communication environment 100 additionally includes client devices106 a-n associated with respective users 108 a-n and each having anetworking system application 110 thereon. The communication environment100 further includes one or more merchant device(s) 112. In one or moreembodiments, the merchant device(s) has one or more associated users(e.g., an administrative user of an account of the networking system 104associated with the merchant).

As shown in FIG. 1, each of the server device(s) 102, client devices 106a-n, and merchant device(s) 112 can communicate over a network 116,which may include one or multiple networks and may use one or morecommunication platforms or technologies suitable for transmitting data.In one or more embodiments, the network 116 includes the Internet orWorld Wide Web. In addition, or as an alternative, the network 116 caninclude various other types of networks that use various communicationtechnologies and protocols. Additional details relating to the network116 are explained below in reference to FIG. 11.

Although FIG. 1 illustrates a particular number and arrangement ofclient devices 106 a-n, and merchant device(s) 112. It will beunderstood that one or more of the devices may directly communicate withthe networking system 104 or via an alternative communication network,bypassing the network 116. Further, in one or more embodiments, thecommunication environment 100 includes any number of client devices 106a-n and merchant device(s) 112.

In one or more embodiments, the client devices 106 a-n and merchantdevice(s) 112 can refer to various types of computing devices. Forexample, one or more of the devices may include a mobile device such asa mobile telephone, a smartphone, a PDA, a tablet, or a laptop.Additionally, or alternatively, one or more of the devices may include anon-mobile device such as a desktop computer, a server, or another typeof computing device. Additional detail with regard to different types ofcomputing devices is described in reference to FIG. 10.

As mentioned above, the networking system 104 can refer to various typesof networking systems including, for example, a social networkingsystem, an electronic messaging system, or other type of networkingsystem over which a community of users can share and access digitalcontent items. As such, while one or more examples described hereinrefer specifically to a social networking system, it will be understoodthat features and functionality described in connection with a socialnetworking system can similarly apply to other types of networkingsystems. Additional detail with regard to the networking system 104, andparticularly an example social networking system, is described below inconnection with FIG. 12.

In addition, as shown in FIG. 1, each of the client devices 106 a-ninclude a networking system application 110 thereon. In one or moreembodiments, the networking system application 110 (e.g., a socialnetworking system application) refers to a software applicationassociated with the networking system 104. In one or more embodiments,the networking system application 110 provides and controls variousfeatures and functionality on the client devices 106 a-n to enablerespective users 108 a-n of the client devices 106 a-n to receive, view,and interact with digital content items provided by the networkingsystem 104. In one or more embodiments, the networking systemapplication 110 is a native application on a respective computingdevice. Alternatively, in one or more embodiments, the networking systemapplication 110 refers to a web browser used to access the networkingsystem 104 (e.g., a website associated with the networking system 104provided via a web browser on a respective computing device). In one ormore embodiments, the merchant device 112 similarly includes anetworking system application 110 similar to the network systemapplications 108 shown on the client devices 106 a-n.

In one or more embodiments, the communication environment 100 enablesusers of the networking system 104 to share digital content items withother users of the networking system 104. As used herein, a “user,”“co-user,” or “member” of the networking system 104 refersinterchangeably to any user, merchant, influencer, or other entityhaving the capability to view digital content from other users of thenetworking system 104 and share digital content items with other usersof the networking system 104. For example, a user may refer to anyentity (e.g., users 108 a-n, merchant account administrator) having anaccount and/or profile registered with the networking system 104 andwhich enables an associated user to share digital content items withother users as well as view digital content items shared by other usersof the networking system 104.

In addition, as used herein, a “digital content item” or “digitalcontent” refers to a defined portion of digital data (e.g., a data file)including, but not limited to, digital images, digital video files,and/or folders that include one or more digital content items. In one ormore embodiments described herein, a digital content item refers to adigital image or other digital media posted to the networking system 104by any user of the networking system 104. In one or more embodimentsdescribed herein, a digital content item refers to a user-generateddigital content item.

As used herein, a “user-generated digital content item” refers to adigital content item posted, shared, or otherwise originating from anaccount of a user of the networking system 104 unaffiliated with orotherwise acting independently from a merchant or brand of an associatedproduct. For example, a user-generated digital content item can refer toan image, video, or other type of digital content item captured by orstored on one of client devices 106 a-n and shared with the networkingsystem 104 by users 108 a-n using the client devices 106 a-n.Alternatively a digital content item other than a user-generated digitalcontent item may refer to an image, video, or other type of digitalcontent item originating from an account affiliated with (e.g., actingon behalf of) a merchant or brand of a product and operated by, forexample, an account administrator associated with the merchant or brandof the product.

As an example of sharing digital content between users of the networkingsystem 104, a first user 108 a can post a user-generated digital contentitem by providing (e.g., uploading) a locally stored image on the firstclient device 106 a to the networking system 104 on the server device(s)102. In accordance with preferences of the first user 108 a (e.g.,user-profile and/or privacy settings), the networking system 104 canprovide access to one or more users of the networking system 104including, for example, a second user 108 b associated with secondclient device 106 b. Alternatively, in one or more embodiments, thenetworking system 104 restricts access from various users of thenetworking system 104 in accordance with privacy settings or otherrestrictions set by the first user 108 a. It will be understood that anyof the users 108 a-n, merchants, or other entities having access to thenetworking system 104 can similarly post digital content items to thenetworking system 104 to be accessible to any number of users of thenetworking system 104 associated with the respective content creator(e.g., sharer) of the digital content item.

In addition, as will be described in further detail below, in one ormore embodiments, the networking system 104 associates digital contentitems with products from a products catalog. For example, in one or moreembodiments, the networking system 104 maintains or otherwise accesses aproducts catalog including any number of products associated withvarious merchants. In one or more embodiments, the networking system 104identifies various products shown within digital content items andassociates the digital content items with the identified products fromthe product catalog. As discussed in further detail below, thenetworking system 104 can associate a given digital content item withany number of products from the product catalog.

Additional detail will now be given with respect to example graphicaluser interfaces provided by the networking system 104 that enable usersof the networking system 104 to view and interact with digital contentitems provided by the networking system 104. For example, as shown inFIGS. 2A-6B, a mobile device 202 includes a touch screen display 204.The mobile device 202 provides a social networking system graphical userinterface 206 (or simply “system interface 206”) including a display ofa user profile, social networking posts, digital content items,immersive views, and other content associated with the networking system104. In particular, the system interface 206 can refer to any graphicaluser interface provided by the networking system 104 and provided to auser via a display of a client device (e.g., mobile device 202). Forexample, in one or more embodiments, the system interface 206 includesto one or multiple graphical user interfaces (e.g., profile display,immersive view for a selected product, shopping interface) provided viaa networking system application 110 on the mobile device 202 and basedon information provided by the networking system 104.

In addition, as described herein, features and functionality describedwith regard to the mobile device 202 can apply to one or more of theclient devices 106 a-n and/or merchant device(s) 112. Thus, unlessindicated otherwise, features and functionality described in connectionwith a system interface 206 displayed via the mobile device 202 cansimilarly apply to a graphical user interface (GUI) displayed on aclient device, merchant device, or other computing device (e.g.,desktop, laptop, smartphone) associated with a user of the networkingsystem 104.

As an overview, FIGS. 2A-2D illustrate example GUIs associated withenabling a user to interact with a digital content item to select aproduct shown therein and receive information via an immersive viewassociated with the selected product. In addition, FIGS. 3A-3Cillustrate example GUIs associated with identifying objects shown withindigital content items and associating the identified objects withproducts from a product catalog. Further, FIGS. 4A-4D illustrate anexample embodiment in which the networking system 104 provides animmersive view of a selected product shown within a digital content itemincluding user-generated digital content items selected and organizedwithin the immersive view for a particular user. FIG. 5A-5B illustratean example embodiment in which the networking system 104 provides acreation insight interface including one or more identified productspredicted to engage users of the networking system 104.

As shown in FIG. 2A, the system interface 206 includes a socialnetworking post 208. The social networking post 208 includes auser-generated digital content item 210 and interaction information 212associated with the user-generated digital content item 210 including,for example, one or more comments and user-ratings (e.g., likes)associated with the user-generated digital content item 210. As usedherein, a “user-rating” refers to a rating for a digital content item ornetworking post based on a user-selection of a rating icon. For example,a user-rating may refer to a positive, negative, or neutral reaction toa post by a user as indicated by a user-selected like icon, laugh icon,love icon, sad icon, or other selectable option corresponding to auser-reaction.

As further shown in FIG. 2A, the system interface 206 includes a useridentifier 214 (e.g., user name) of “bikergirl00” associated with a userof the networking system 104 who shared or otherwise posted theuser-generated digital content item 210 to the networking system 104. Inone or more embodiments, the system interface 206 is provided by anetworking system application 110 on the mobile device 202.

In one or more embodiments, the user associated with the username“bikergirl00” captures or otherwise accesses the user-generated digitalcontent item 210 from an associated client device and provides theuser-generated digital content item 210 to the networking system 104 tobe shared with other users of the networking system 104. In turn, thenetworking system 104 enables any number of users (e.g., followers of“bikergirl00”) of the networking system 104 to view the shareduser-generated digital content item 210 (e.g., through a profile page of“bikergirl00”) The system interface 206 further includes interactionicons (e.g., heart icon, comment icon, share icon) that enable a user ofthe mobile device 202 to add a user-rating (e.g., like), add a comment,and/or share the user-generated digital content item 210 with otherusers of the networking system 104. As shown in FIG. 2A, the systeminterface 206 includes interaction information 212 that reflects one ormore interactions (e.g., likes, comments) by the user of the mobiledevice 202 with respect to the user-generated digital content item 210.

The system interface 206 shown in FIG. 2A additionally includes objectsshown therein. For example, the system interface 206 includes a firstobject 216 a (a shirt), a second object 216 b (a bike) and a thirdobject 216 c (a shoe). In one or more embodiments, the networking system104 identifies the objects 216 a-c by analyzing the user-generateddigital content item 210 to detect the objects 216 a-c. In addition, inone or more embodiments, the networking system 104 further identifiesproducts from a product catalog corresponding to the detected objects216 a-c.

The networking system 104 can detect the objects 216 a-c and associatethe detected objects with products based on various factors. Inparticular, in one or more embodiments, the networking system 104determines a confidence score associated with a likelihood that thedetected object corresponds with a particular product from a productcatalog. For example, the networking system 104 can determine aconfidence score based on an analysis of a display of the object withinthe user-generated digital content item 210 (e.g., visualcharacteristics). As another example, the networking system 104determines a confidence score based on interactions associated with theuser-generated digital content item 210 (e.g., comments within a socialnetworking post) As another example, the networking system 104 candetermine a confidence score based on follows, purchases, and otherinformation associated with the user who created and/or originallyshared the user-generated digital content item 210 (or a user taggedwithin the user-generated digital content item 210). In one or moreembodiments, the networking system 104 determines a confidence scorebased on one or more tags by one or more users of the networking system104 naming or otherwise identifying a product corresponding to thedetected object. Additional details and examples in connection withdetecting an object and determining a corresponding product for thedetected object will be provided in connection with FIGS. 3A-3C.

In one or more embodiments, the networking system 104 provides animmersive view including information about the product corresponding tothe selected object. For example, a user of the mobile device 202 cantouch a display of the user-generated digital content item 210 at alocation of a detected object to select a product from a product catalogcorresponding to the object. In response to detecting the selection ofthe product, the networking system 104 provides an immersive viewincluding additional information about the product. In particular, inone or more embodiments, the networking system 104 accesses informationprovided by a merchant of the product and provides an immersive viewwithin the system interface 206 including the information about theproduct. As used herein, and as will be described in further detail inconnection with FIGS. 2A-6B, an “immersive view” refers to an interfaceof the networking system 104 (e.g., a GUI provided on the mobile device202 via a networking system application 110) including information abouta selected product.

For example, in response to detecting a selection of the shoe (e.g., thethird object 216 c) within the system interface 206 shown in FIG. 2A,the networking system 104 provides the immersive view 218 shown in FIGS.2B-2D within the system interface 206 of the mobile device 202. Inparticular, as shown in FIG. 2B, the system interface 206 includes animmersive view 218 for a shoe corresponding to the selected third object216 c. The immersive view 218 includes a product preview 220 including avisualization of the shoe. The immersive view 218 within the systeminterface 206 further includes a user indicator 222 (“Fire Sports”)associated with a merchant for the selected shoe. In addition, theimmersive view 218 includes product information 224 associated with theshoe. The immersive view 218 additionally includes a purchase button 226that enables a user of the mobile device 202 to purchase the shoe.

As mentioned above, the immersive view 218 includes a product preview220 including a display of the shoe. In one or more embodiments, theproduct preview 220 includes an image, video, and/or other digitalcontent item that provides a visualization of the shoe. For example, inone or more embodiments, the networking system 104 provides an imageincluding a close-up of the shoe and/or a video showing someone wearingthe shoe within one or multiple digital content items provided by amerchant of the shoe. Alternatively, where a merchant (or administrativeuser for the username “Fire Sports”) does not explicitly provide adigital content item for the product preview 220, the networking system104 can provide a stock photo, or, alternatively, omit the productpreview 220 within the immersive view 218 for the selected object. Inone or more embodiments, the merchant (e.g., administrative user for theusername “Fire Sports”) selects an image, video, or any user-generateddigital content item from one or more users (e.g., third-party users) ofthe networking system 104.

In addition to the product preview 220, the immersive view 218 furtherincludes product information 224 including, for example, a descriptionof the shoes and indicators of one or more alternative viewing options.For example, as shown in FIG. 2B, the immersive view 218 includes aproduct information 224 including a description of the shoes shownwithin the product preview 220. In addition, the product information 224includes one or more alternative colors. In response to detecting a userselection of one of the alternative colors, the networking system 104can provide a different digital content item than the digital contentitem provided via the product preview 220. For example, in one or moreembodiments, the networking system 104 toggles between providingdifferent previews of the shoes based on a user of the mobile device 202selecting each of the different viewing options.

As further shown in FIG. 2B, the immersive view 218 includes a purchasebutton 226 that enables a user of the mobile device 202 to purchase theshoe (or other product(s)) shown within the immersive view 218. Inparticular, in response to detecting a user selection of the purchasebutton 226, the networking system 104 enables the user of the mobiledevice 202 to purchase the product shown within the immersive view 218by providing a payment interface within the system interface 206 of thenetworking system 104. For example, in one or more embodiments, inresponse to detecting a user selection of the purchase button 226, thenetworking system 104 provides a purchase interface within the withinthe system interface 206 that enables the user to purchase the productvia the system interface 206.

Alternatively, in one or more embodiments, the networking system 104routes the mobile device 202 to a third-party website associated with amerchant, thus enabling the user of the mobile device 202 to purchasethe selected product directly from the website of the merchant. Forexample, in response to detecting a user selection of the purchasebutton 226, the networking system 104 can add the product to a shoppingcart on the third-party website associated with the merchant, thusenabling the user to conveniently purchase the product directly from themerchant. Where the user of the mobile device 202 has previouslyprovided payment information (and has provided permission to thenetworking system 104 to use said payment information), the networkingsystem 104 can further utilize the payment information to facilitatepurchase of the product via the third-party website.

In one or more embodiments, the immersive view 218 includes additionalinformation associated with the selected product (e.g., the selectedshoe). For example, as shown in FIGS. 2C-2D, the user of the mobiledevice 202 can scroll through the immersive view 218 to view additionalinformation associated with the shoe. For instance, as referenced bynumeral “A,” FIGS. 2B-2D show different portions of the immersive view218 based on a scrolling action of the user of the mobile device 202with respect to the system interface 206. Thus, FIG. 2C shows adifferent portion of the immersive view 218 including a collection ofidentified user-generated digital content items 228 includinguser-generated digital content items associated with the selected shoe(e.g., digital content items in which the shoe appears).

In one or more embodiments, the networking system 104 identifies thecollection of user-generated digital content items 228 by analyzing anynumber of user-generated digital content items and identifying thoseuser-generated digital content items in which the same shoe (e.g., samebrand and/or model of the shoe) is displayed. In one or moreembodiments, the networking system 104 identifies the collection ofuser-generated digital content items 228 by associating digital contentitems uploaded by various users of the networking system 104 withproducts from a product catalog. Additional detail with regard toidentifying objects and associating the identified objects with productsfrom a product catalog is provided below in connection with FIGS. 3A-3C.

In one or more embodiments, the collection of user-generated digitalcontent items 228 includes a row of digital content items (e.g.,previews or thumbnails of the digital content items) that enables a userof the mobile device 202 to scroll through the collection ofuser-generated digital content items 228. For example, a user canperform a swipe or other touch gesture with respect to row ofuser-generated digital content items. In response, the networking systemapplication 110 can cause the row of user-generated digital contentitems to scroll through any number of user-generated digital content inwhich the shoe appear. In this way, the user of the mobile device 202can view realistic representations of the shoe within user-generateddigital content items posted to the networking system 104 (e.g., byvarious end-users).

In one or more embodiments, the networking system 104 selectivelyprovides user-generated digital content items within the collection ofuser-generated digital content items 228 based on a coefficient betweenthe user of the mobile device 202 (e.g., a user associated with arespective account of the networking system 104) and any number ofidentified digital content items associated with the shoe. For example,in one or more embodiments, the networking system 104 ranks theidentified user-generated digital content items and presents theuser-generated digital content items within the collection based on therespective rankings. Additional detail in connection with determiningthe coefficient between the user and user-generated digital contentitems as well as presenting the collection of user-generated digitalcontent items 228 is provided below in connection with FIGS. 4A-4D.

The immersive view can further include selectable options that modifyone or more portions of the immersive view 218. For example, as shown inFIG. 2C-2D, the immersive view 218 includes a “complete the look” option230 and a “related” option 232. As shown in FIG. 2C, where the “completethe look” option 230 is selected, the immersive view 218 includes taggedproducts 234 including one or more products shown within theuser-generated digital content item 210 (e.g., shown in FIG. 2A). Forexample, as shown in FIG. 2C, the tagged products 234 represented byimages (e.g., thumbnail previews) of the shirt (corresponding to thefirst object 216 a) and the bicycle (corresponding to the second object216 b). In one or more embodiments, the images representing the taggedproducts 234 include stock photos or other images provided by anadministrative user of a merchant account. Alternatively, in one or moreembodiments, the images representing the tagged products 234 includeidentified user-generated digital content items associated with orotherwise including the tagged objects displayed therein.

While FIG. 2C shows tagged products 234 based on a selection of the“complete the look option” 230, FIG. 2D shows a collection of similarproducts 240 based on a selection of the “related” option 232. Inparticular, in response to a user of the mobile device 202 selecting the“related” option 232, the networking system application provides apresentation of the similar products 240 including one or more similarshoes to the selected object 216 c from the user-generated digitalcontent item 210. In one or more embodiments, the collection of similarproducts 240 includes a presentation of shoes from the same merchant orbrand. Alternatively, in one or more embodiments, the networking system104 provides similar or comparable products (e.g., different types ofshoes) from different merchants or brands. For example, the collectionof similar products 240 can include a first shoe having the same brandas the selected shoe from the user-generated digital content item 210and a second shoe having a different brand from the shoe shown in theuser-generated digital content item 210.

As further shown in FIGS. 2C-2D, the immersive view 218 includescollections icons 236 including selectable icons corresponding todifferent collections of products. For example, as shown in FIGS. 2C-2D,the immersive view 218 can include collections corresponding to each ofthe products identified within the user-generated digital content item210. Alternative, in one or more embodiments, the collections icons 236includes one or more different products from those shown within theuser-generated digital content item 210. For example, the networkingsystem 104 can determine that, based on a user's interests, or based onthe selected product corresponding to the immersive view 218, the usermay have an interest in one or more different products (e.g., hats,exercise clothes, etc.). Thus, in one or more embodiments, thenetworking system 104 provides collection icons 236 corresponding toproducts in which the user of the mobile device 202 may have aninterest.

In one or more embodiments, the social networking application 110enables a user to select one of the collection icons in order to viewproducts within a selected collection. In particular, in response todetecting a selection of a collection icon, the networking system 104can provide a listing or display of different products corresponding tothe selected collection icon. The listing or display of products maycorrespond to the same merchant or may alternatively include differentproducts from different merchants. The user can further select one ofthe displayed products and view additional information about theproduct. For example, in one or more embodiments, the networking system104 provides another immersive view including information about theselected product.

In one or more embodiments, the networking system application 110enables a user of the mobile device 202 to scroll through each of thedifferent menus/collections. For example, as shown in FIGS. 2C-2D, thecollection of identified user-generated digital content item 228includes a side-scrolling display of user-generated digital contentitems that a user can view by swiping from right to left. Similarly, thetagged items 234 and similar products 240 can include a side-scrollingdisplay that enables a user to swipe horizontally to view additionalicons. Moreover, the collections icons 236 can similarly include aside-scrolling display that enables the user to swipe horizontally andview additional collections.

Thus, as shown in FIG. 2A-2D, the networking system 104 enables a userof the mobile device 202 to interact directly with a user-generateddigital content item 210 provided within a system interface 206 of anetworking system application 110 and select a product shown within theuser-generated digital content item 210. In response to detecting auser-selection of the product, the networking system 104 provides theimmersive view 218 including information about the product. In addition,the networking system 104 further enables the user to purchase theproduct via interactions with the immersive view 218 provided within thesystem interface 206 of the networking system 104. In addition, it willbe understood that the networking system 104 can provide any number ofimmersive views for any number of products detected within a displayeddigital content item.

Additional detail will now be given with respect to identifying productsfrom a product catalog shown within digital content items andassociating the digital content items (e.g., user-generated digitalcontent items) with the identified products. In particular, additionaldetail with respect to identifying products from a product catalog willbe described in reference to a system interface 206 shown in FIGS.3A-3C.

For example, as shown in FIGS. 3A-3C, the networking system 104 providesa system interface 206 displayed via a touch screen display 204 of amobile device 202. In particular, as shown in FIG. 3A, the systeminterface 206 includes a profile display 302 associated with a user of asocial networking account having the username “JackJohnson.” The systeminterface 206 further includes a profile header at the top of theprofile display 302 including a portion of profile informationassociated with the user (“JackJohnson”) of the social networkingaccount. In addition, the system interface 206 includes a user-generateddigital content item 308 displayed within the profile display 302. Theprofile display 302 can include any number of user-generated digitalcontent items therein. In addition, as an alternative to the exampleshown in FIG. 3A, the system interface 206 can include thumbnails orreduced size previews of the user-generated digital content itemsdisplayed within a grid view of the profile display 302.

The networking system 104 can detect objects within user-generateddigital content items provided to the networking system 104 via users ofthe networking system 104. In particular, as shown in FIG. 3B, thenetworking system 104 identifies a first object 309 a (a shirt), asecond object 309 b (sunglasses), and a third object 309 c (asweatshirt). While one or more embodiments described herein involveselecting articles of clothing shown within digital content items, thenetworking system 104 can similarly identify other types of productsshown therein. For example, the networking system 104 can detect cars,electronic devices (e.g., mobile phones), bicycles, furniture, and othertypes of objects.

In one or more embodiments, the networking system 104 detects theobjects using various object detection methods. For example, in one ormore embodiments, the networking system 104 identifies a discreteportion of a user-generated digital content item and determines that anobject exists within the discrete portion. In addition, the networkingsystem 104 can determine the type of object within the discrete portion.For example, in one or more embodiments, the networking system 104detects an object by analyzing content (e.g., pixels) of the digitalcontent item and determining that a bicycle, a shirt, a sweatshirt,glasses, a watch, or any number of objects exists at discrete locationswithin the user-generated digital content item.

As an alternative to analyzing visual content to detect objects showntherein, the networking system 104 can additionally receive auser-identification of an object within the digital content item. Forexample, in one or more embodiments, an end-user, merchant, influencer,or other entity of the networking system 104 taps or otherwise selectsthe digital content item at a specific location to tag an objecttherein. In addition, in one or more embodiments, the user can identifya type of object and/or brand of the object in conjunction with taggingthe location of the object within the digital content item. In one ormore embodiments, the networking system 104 additionally analyzes thecontent of the digital content item to confirm a user-selection andidentification of an object therein.

In addition to generally detecting the objects within the user-generateddigital content item 308, the networking system 104 further associatesone or more of the objects with products from a product catalog. As usedherein, a “product catalog” refers to a collection of products andassociated product information maintained or otherwise accessible to thenetworking system 104. For example, a product catalog can includevarious goods and services as well as associated brands, merchants, andpurchase information (e.g., price, size, colors, shipping data,availability, etc.) In one or more embodiments, the product catalogincludes products from any number of merchants and/or brands.Alternatively, in one or more embodiments, the product catalog includesproducts from a single merchant and/or associated brand. The networkingsystem 104 can construct the product catalog from information receivedfrom various merchants (e.g., merchants requesting that the networkingsystem 104 add products to the product catalog). In addition, or as analternative, in one or more embodiments, the networking system 104constructs the product catalog from information collected by thenetworking system 104 (e.g., based on user-tags, comments, or analysisof posts by users of the networking system 104).

Thus, as mentioned above, the networking system 104 associates theuser-generated digital content item 308 with any number of products fromthe product catalog depending on a number of the detected objectstherein (e.g., a number of detected objects determined to have acorresponding product within the product catalog). In particular, in oneor more embodiments, the networking system 104 associates theuser-generated digital content item 308 with the corresponding productby tagging the user-generated digital content item with the product fromthe product catalog. In one or more embodiments, the networking system104 associates a digital content item with products across differentmerchants. For example, in the example shown in FIG. 3B, the networkingsystem 104 can associate the user-generated digital content item 308with products from three different merchants where the shirt (e.g.,first object 309 a), the glasses (e.g., the second object 309 b), andthe sweatshirt (e.g., the third object 309 c) have different brandsassociated with different merchants.

In associating digital content items with products from the productcatalog, the networking system 104 determines a confidence scoreassociated with a likelihood that the detected object is one and thesame or otherwise corresponds. In particular, with respect to eachdetected object, the networking system 104 identifies a correspondingproduct from the product catalog and determines a confidence scoreassociated with a likelihood (e.g., a probability) that the detectedobject and the corresponding product are one and the same. Based on theconfidence score, the networking system 104 associates the object (andassociated user-generated digital content item) with the product fromthe product catalog. The networking system 104 can similarly determine aconfidence score for each detected object and associate the associateddigital content item with any number of products based on the determinedconfidence scores.

The networking system 104 can determine the confidence score based on avariety of factors. For example, in one or more embodiments, thenetworking system 104 determines the confidence score based on ananalysis of visual characteristics of the user-generated digital contentitem. In one or more embodiments, the networking system 104 analyzes aportion of the user-generated digital content item including thedetected object to determine the confidence score for the detectedobject. As an example, in one or more embodiments, the networking system104 compares visual attributes of the user-generated digital contentitem to a set of training images containing known instances of variousproducts to determine a confidence score associated with whether adetected object is one and the same as the product shown within the setof training images. Thus, in one or more embodiments, the networkingsystem 104 accesses a database of training images known to includeproducts that correspond to products from the product catalog to utilizein determining whether a user-generated digital content item includesinstances of products from the product catalog.

Thus, in connection with the user-generated digital content item 308shown in FIG. 3A, the networking system 104 can compare the visualattributes of different portions of the user-generated digital contentitem 308 with images known to contain one or more similar products todetermine a likelihood that the detected shirt, glasses, and sweatshirtcorrespond to respective products from the product catalog. In addition,or as an alternative, in one or more embodiments, the networking system104 identifies and analyzes contextual cues (e.g., patterns, hashtags,etc.) found within a digital content item and/or post associated withthe digital content item. In one or more embodiments, the networkingsystem 104 analyzes user-generated digital content items and associatednetworking posts using a similar process described in “Systems andMethod for Image Classification by Correlating Contextual Cues withImages,” as described in Patent Publication No. 2015/0036919, which isincorporated herein by reference in its entirety.

As another example of examining visual characteristics of a product, inone or more embodiments, with or without training images for respectiveproducts, the networking system 104 can analyze the user-generateddigital content item to identify instances of a brand name and/or logocorresponding to a limited number of products from the product catalog.For example, where a shirt includes a display of a logo on the front(and which is visible within the display of the user-generated digitalcontent item), the networking system 104 can boost the confidence scoreindicating a high likelihood the shirt corresponds to a particular brandassociated with the logo. In addition, the networking system 104 canpossibly identify a specific shirt from the product catalog known tohave the logo displayed on the front of the shirt.

In addition to examining visual characteristics of the user-generateddigital content item, the networking system 104 can further determinethe confidence score based on tracked interactions between a creator orsharer of the user-generated digital content item (or simply “contentcreator”) and one or more brands or merchants associated with variousproducts. For example, the networking system 104 can identifyuser-ratings of a content creator with respect to a brand or merchant(e.g., whether a content creator has “liked” a specific brand”) Inaddition, the networking system 104 can identify messages between thecontent creator and a networking account associated of the merchant orbrand. Further, the networking system 104 can identify whether thecontent creator follows a particular brand, related brands, merchant,related merchants (e.g., merchants who sell similar products), and/orinfluencers of the networking system 104 associated with a respectivebrand or merchant. Based on these interactions of a content creator withrespective digital content items, merchants, brands, influencers, etc.,the networking system 104 can determine that a content creator is moreor less likely to post a user-generated digital content item including aparticular product.

In one or more embodiments, rather than only considering the contentcreator, the networking system 104 can similarly consider interactionsbetween tagged users within a user-generated digital content item anddifferent brands, merchants, influencers, etc. in determining theconfidence score. For example, as shown in FIG. 3A, the user-generateddigital content item 308 includes two people wearing different clothing.While one of the people may refer to the content creator, the otherperson (or both people) within the user-generated digital content item308 would not also refer to the content creator. As such, where one orboth of the people shown within the user-generated digital content item308 refer to different users of the networking system 104, thenetworking system 104 may additionally consider interactions betweentagged individuals (e.g., having corresponding networking systemaccounts) shown within the user-generated digital content item 308 todetermine the confidence score associated with a likelihood of whether aparticular product corresponds to a detected object shown therein. Inparticular, where a tagged user follows, likes, or otherwise has ahistory of interactions with a particular brand, the networking system104 can determine that the tagged user is more likely to wear clothingfor the particular brand (e.g., when shown within user-generated digitalcontent items).

The networking system 104 can additionally consider tracked interactionsbetween users associated with a content creator and one or more brandsand/or merchants in determining the confidence score. For example, thenetworking system 104 can consider similar types of interactions asdescribed above between the content creator and various merchants,brands, and/or influencers to determine the confidence score. Inparticular, using a similar rationale as discussed above, the networkingsystem 104 can determine that because a content creator has friends whohave had numerous interactions with a particular brand or merchant, thecontent creator is more likely to have purchased an associated productand subsequently share an image including the associated product.Alternatively, even if the content creator does not purchase theproduct, the networking system 104 may determine that images posted by acontent creator (and often include photos of friends or other users ofthe networking system 104) are more likely to include instances ofproducts associated with the particular brand or merchant. Thus, in oneor more embodiments, the networking system 104 further boosts aconfidence score for a particular product based on common connections(e.g., friends, followers) between the content creator and a brand ormerchant.

In addition, in one or more embodiments, the networking system 104further considers self-directed messages (e.g., saved posts) by acontent creator (or associated user) in determining the confidencescore. For example, where a user views an advertisement, marketing post,or a user-generated digital content item including an instance of aproduct and saves the post or sends a message including the post to himor herself, the networking system 104 can determine that the user ismore likely to purchase the product and subsequently post auser-generated digital content item that includes the product showntherein. As such, the networking system 104 can boost a confidence scorefor a product where a user (e.g., content creator, tagged user) hassaved a post from a merchant or saved a post including an instance of aproduct from the product catalog.

Along similar lines, in one or more embodiments, the networking system104 can determine the confidence score further based on interactionswith an immersive view for a product. For example, the networking system104 can detect that a user (e.g., content creator, tagged user) hasentered an immersive view for a product. The networking system 104 canfurther identify how long the user dwelled within the immersive view forthe product (or for a similar product). The networking system 104 canfurther identify whether the user scrolled through an immersive view andtrack interactions of the user with one or more selectable optionswithin the immersive view. Based on these interactions, the networkingsystem 104 can increase or decrease the confidence score associated withthe product from the immersive view or one or more related products.

In one or more embodiments, the networking system 104 can furtherincrease or decrease the confidence score based on one or more detectedscreenshots of a post and/or digital content item. For example, where acontent creator has previously taken a screenshot of a post by amerchant or other user of the networking system 104 including a productshown therein, the networking system 104 can boost a confidence scoreassociated with the product.

In addition, the networking system 104 can further consider trackedpurchases by the content creator and/or tagged individuals within theuser-generated digital content item in determining the confidence score.For example, the networking system 104 can track one or more purchasesmade by a user of the networking system 104 using a shopping interfaceprovided by the networking system 104. Alternatively, in one or moreembodiments, the networking system 104 tracks one or more purchases by auser of the networking system 104 via third-party websites. For example,the networking system 104 can receive information about purchases madeby a user based on information provided to the networking system 104 byrespective merchants. Alternatively, in one or more embodiments, thenetworking system 104 can detect purchase information based on trackingpixels or other purchase detection methods.

In one or more embodiments, the networking system 104 determines theconfidence score based on tagged products within other user-generateddigital content items shared by the content creator (or taggedindividuals within the user-generated digital content items). Forexample, where a user wears the same shirt in multiple photos, thenetworking system 104 can utilize other instances of the product fromother user-generated digital content items to boost the confidence scoreassociated with the same or similar products shown within otheruser-generated digital content items from the same user.

In one or more embodiments, the networking system 104 further considerscomments and reactions of users of the networking system 104 inconnection with the shared user-generated digital content item todetermine a confidence score. For example, as shown in FIG. 3B, thesystem interface 206 includes comments 310 a-f by friends and/or otherassociated users of the networking system 104 to the user having theusername “JackJohnson” and who shared the user-generated digital contentitem 308. In particular, the comments 310 a-f illustrate a conversationbetween the content creator and a friend on the networking system 104.In the conversation, the content creator and the friend collectivelyrefer to the shirt (e.g., the first object 309 a), a store location(e.g., the Palm Shop in L.A.), a collection (e.g., the Beachwarecollection), and a price.

In one or more embodiments, the networking system 104 utilizes naturallanguage processing, or other text-parsing techniques to determine thatthe comments 310 a-f reference a shirt shown within the user-generateddigital content item 308, a merchant or store associated with the shirt,a brand associated with the shirt, and a price. In one or moreembodiments, the networking system 104 extracts this informationassociated with a purchase of the shirt shown within the user-generateddigital content item 308 and identifies a product including a similarbrand, merchant, and/or price and further determines a confidence scorebetween the user-generated digital content item 308 and a particularproduct based on the information obtained from the comments 310 a-f.

By way of example and not limitation, the networking system 104 canfurther consider other factors in determining the confidence score. Forexample, the networking system 104 can consider a price of a product andwhether a user (e.g., content creator or individual wearing the product)has a purchase history that supports purchasing products having asimilar price. As another example, the networking system 104 mayconsider affinity of a user with a particular style, color, or othervisual characteristic (e.g., whether a user has a preference for aparticular color). As another example, the networking system 104 mayconsider identical or similar images posted by one or more other usersof the networking system 104 in which a product has been previouslytagged.

In one or more embodiments, the networking system 104 determines theconfidence score based on any number or combination of factors. Forexample, in one or more embodiments, the networking system 104 considersmultiple of the above factors and increases or decreases the confidencescore based on each of the factors. To illustrate, the networking system104 may boost a confidence score based on a determination that a userhas previously liked one or more posts shared to the networking system104 by a merchant. Alternatively, the networking system 104 may decreasethe confidence score based on a determination that the user has noshopping history for products from the merchant. The networking system104 may additionally consider any number of factors to determine aconfidence score.

In one or more embodiments, the networking system 104 additionallyassociates or disassociates a product from a user-generated digitalcontent item based on received user-input associated with a detectedobject. For example, an administrative user, end-user, or other entitycan tag a product within a user-generated digital content item. In oneor more embodiments, a user (e.g., content creator) confirms a tag by amerchant or other user. Alternatively, in one or more embodiments, amerchant, user (e.g., content creator or tagged individual) can overridea tag made erroneously by another user. In one or more embodiments, thenetworking system 104 can confirm a user-tag based on any number of thefactors described above. For example, where a user has tagged a productwithin a user-generated digital content item, the networking system 104can confirm the user-tag or otherwise increase (or decrease) theconfidence score based on a shopping history of the content creator anda history of interactions between the content creator and the merchantassociated with the product.

As an example, in one or more embodiments, a user who creates a postincluding a user-generated digital content item can tag one or moreproducts shown within the user-generated digital content item at thetime of creation of the post. For instance, in one or more embodiments,the networking system 104 provides a post creation interface andincludes an option to tag one or more products shown within the post. Inone or more embodiments, the user manually selects one or more objectsand indicates a product associated with the object(s). In one or moreembodiments, the networking system 104 enables a user to search for oneor more products and provides (e.g., based on one or more factorsdescribed herein) a recommended tag based on a prediction oridentification of a corresponding product by the networking system 104.

As mentioned above, the networking system 104 can determine theconfidence score based on a combination of multiple factors. Inaddition, in one or more embodiments, the networking system 104considers one or more factors more heavily than other factors. Forexample, in one or more embodiments, the networking system 104 weightscertain factors more indicative of whether a user has purchased aproduct than other factors less indicative of whether the user haspurchased the product. For instance, the networking system 104 mayconsider a tracked purchase of a product by a content creator moreheavily than a determination that a friend of the content creatorfollows a merchant associated with the product. Nonetheless, while thenetworking system 104 considers these two factors differently, thenetworking system 104 can consider both in calculating the confidencescore.

In one or more embodiments, the networking system 104 associates thedigital content item and product based on whether the confidence scoreexceeds a threshold. For example, the networking system 104 may tag theproduct with the detected object and user-generated digital content itembased on a threshold probability (e.g., a 90% likelihood) that theuser-generated digital content item includes the corresponding productshown therein.

In one or more embodiments, the networking system 104 enables anadministrative user associated with the merchant and/or brand of theproduct to override a particular association between a detected objectand a product. For example, where the networking system 104 incorrectlyassociates a product with a user-generated digital content item, themerchant, user, or other entity can select an override option or send amessage including instructions to the networking system 104 that theassociation is incorrect. In response, the networking system 104 candisassociate the product from the user-generated digital content itemand attempt to identify a new product and associated confidence score.

Upon associating the user-generated digital content item with productsfrom the product catalog, the networking system 104 can further revealor otherwise provide an indication of the identified products within adisplay or presentation of the user-generated digital content item. Forexample, as shown in FIG. 3C, the system interface 206 includes aproduct reveal icon 312. Upon detecting a user-selection of the productreveal icon 312, the networking system application 110 provides productindicators 314 a-c that indicate products associated with detectedobjects within the user-generated digital content item 308. Inparticular, as shown in FIG. 3C, the product indicators 314 a-c includea first product indicator 314 a including product information associatedwith the first detected object 309 a (the shirt), a second productindicator 314 b including product information associated with the seconddetected object 309 b (the glasses), and a third product indicator 314 cincluding product information associated with the third detected object309 c (the sweatshirt).

In one or more embodiments, the networking system 104 provides animmersive view for a selected product based on a selection of acorresponding product indicator. For example, in response to detecting auser-selection of the first product indicator 314 a, the networkingsystem 104 can provide an immersive view including similar features andcharacteristics described above in connection with the immersive view218 shown in FIGS. 2B-2D. In addition, the networking system 104 canprovide an immersive view to any user of the networking system 104having access to the user-generated digital content item 308 for each ofthe products corresponding to the product indicators 314 a-c.

Upon associating the products shown within the user-generated digitalcontent item 308, the networking system 104 can enable any user of thenetworking system 104 having access to the user-generated digitalcontent item 308 to interact with the user-generated digital contentitem 308 to view an immersive view for a selected product. In addition,the networking system 104 further enables users to interact with theuser-generated digital content item 308 to purchase the associatedproduct via the system interface 206 of the networking system 104 or,alternatively, via a third-party website associated with a merchant ofthe selected product. For example, a friend of the user who posted theuser-generated digital content item 308 can select the sunglasses toview an immersive view for the sunglasses as well as purchase thesunglasses via the networking system 104.

In addition, upon associating the products shown within theuser-generated digital content item 308, the networking system 104 canfurther provide the user-generated digital content item 308 withinimmersive views provided with respect to products shown within otherdigital content items on the networking system 104. For example, where auser of the networking system 104 interacts with another user-generateddigital content item including similar or identical sunglasses as thoseincluded within the user-generated digital content item 308, thenetworking system 104 can provide an immersive view including a previewof the user-generated digital content item 308 within the collection ofidentified user-generated digital content items (e.g., “Seen onInstagram”) provided within the immersive view for the selected product.

Thus, the networking system 104 can provide the user-generated digitalcontent item 308 within immersive views for selected productscorresponding to those products identified within the user-generateddigital content item 308. In addition, in one or more embodiments, thenetworking system 104 selectively identifies and provides user-generateddigital content items to a corresponding user (e.g., within an immersiveview for a corresponding product) based on characteristics of thecorresponding user, identified user-generated digital content itemsincluding the product therein, and other factors.

In particular, the networking system 104 can determine coefficientsbetween an end-user (e.g., a user of the mobile device 202) and aplurality of user-generated digital content items and present one ormore of the user-generated digital content items within an immersiveview for a product in accordance with the determined coefficients. Forexample, as described by way of example in connection with FIGS. 4A-4D,the networking system 104 can provide an immersive view unique to aparticular user of the networking system 104 including user-generateddigital content items that have been selectively identified for aparticular user.

For example, FIGS. 4A-4D illustrate a mobile device 202 including atouch screen display 204 that provides a system interface 206 of thenetworking system 104. As shown in FIGS. 4A-4D, the system interface 206includes similar features and characteristics as discussed above inconnection with FIGS. 2A-3C. For example, as shown in FIG. 4A, thesystem interface 206 includes a profile display 401 associated with auser of the networking system 104 having the username “JohnnyCamp.” Inparticular, as shown in FIG. 4A, the profile display 401 includes ausername indicator 402 (“JohnnyCamp”) and a social networking post fromthe user of the associated profile display 401 including auser-generated digital content item 404 in addition to post information(e.g., user-ratings, shares, comments) associated with theuser-generated digital content item 404. In one or more embodiments, thesocial networking post including multiple user-generated digital contentitems displayed within the profile display 401. For example, in one ormore embodiments, networking system application 110 enables a user ofthe mobile device 202 to view multiple digital content items shared viaa single social networking post.

As discussed above in connection with FIGS. 3A-3D, the networking system104 can detect objects and associate detected objects with respectiveproducts from a product catalog. Thus, in one or more embodiments, theuser-generated digital content item 404 includes one or more identifiedproducts previously identified and associated with respective products(e.g., in accordance with a determined confidence score). Accordingly,for the sake of explanation, FIG. 4A illustrates a user-generateddigital content item 404 within which the networking system 104 hasdetected multiple objects and associated corresponding products with theuser-generated digital content item 404. For example, as shown in FIG.4A, the user-generated digital content item 404 includes a first object408 a (a hat) and a second object 408 b (a shirt).

The system interface 206 further includes a product reveal icon 410 thatenables a user to view which objects within the user-generated digitalcontent item 404 have been identified as having corresponding productswithin the product catalog as well as view additional information aboutthe products. For example, in response to detecting a user-selection ofthe product reveal icon 410, the networking system application 110provides product indicators 412 a-b for the identified products therein.In particular, as shown in FIG. 4A, the system interface 206 includes afirst product indicator 412 a including information about the hat (e.g.,brand name, price) and a second product indicator 412 b includingsimilar types of information about the shirt.

In one or more embodiments, the networking system 104 enables a user ofthe mobile device 202 to select an identified product or productindicator 412 a-b to view an immersive view for a selected product. Forexample, in response to detecting a user-selection of the second productindicator 412 b, the networking system 104 provides an immersive view414 for the shirt including similar features and characteristics as oneor more immersive views described above. For example, as shown in FIG.4B, the immersive view 414 includes a product preview 416 including animage, video, or other visualization of the shirt from theuser-generated digital content item 404. Similar to one or more examplesof immersive views described herein, the immersive view 414 shown inFIG. 4B further includes information associated with the selectedproduct corresponding to the immersive view 414.

In addition, the immersive view 414 includes further informationassociated with the selected product. For example, in response to ascrolling input (e.g., up input, swipe up), the networking systemapplication 110 causes the mobile device 202 to display a differentportion of the immersive view 414. In particular, FIG. 4C illustratesadditional information included within the immersive view 414 including,for example, a collection of user-generated digital content items 418selected for a user associated with the user-profile shown within FIG.4A. As shown in FIG. 4C, the collection of user-generated digitalcontent items 418 includes indicators of usernames (“jamesg,” “BennyB,”“DJFunk”) of various users of the networking system 104 who posted orotherwise shared the user-generated digital content items with thenetworking system 104. Thus, a user of the mobile device 202 can see,within the immersive view, a source (e.g., username) of the respectiveuser-generated digital content items shown within the collection ofidentified user-generated digital content items 418. In one or moreembodiments, the networking system 104 enables a user to select theusernames to view respective profile displays associated with theindicated usernames.

The immersive view 414 further includes additional information about theidentified product. For example, as shown in FIG. 4C, the immersive view414 includes tagged products 420 including one or more identifiedproducts that appear within the user-generated digital content item 404.The immersive view 414 further includes a collection of similar products422 to the selected product (e.g., similar shirts from the same ordifferent brand). The immersive view 414 further includes collectionsicons 424 including selectable icons corresponding to differentcollections of products (e.g., from the same or different brand).

Additional detail will now be given with respect to identifying andorganizing the user-generated digital content items provided within theimmersive view 414. For example, the networking system 104 canselectively identify one or more user-generated digital content items toinclude within the collection of user-generated digital content items418 based on various factors associated with the user of the mobiledevice 202. In particular, in one or more embodiments, the networkingsystem 104 determines a coefficient between the user of the mobiledevice 202 and user-generated digital content items associated with theidentified product (e.g., user-generated digital content items in whichthe product has been previously identified by the networking system104).

As used herein, a “coefficient” refers to a value (e.g., numeric value)or metric associated with a predicted preference for a correspondinguser. For example, a high coefficient between a user and a correspondingdigital content item indicates that the user will more likely notice,interact with, or otherwise engage the digital content item whenpresented via a graphical user interface than a digital content itemassociated with a lower coefficient. In contrast, a low coefficientbetween the user and a corresponding digital content item indicates thatthe user will not likely notice, interact with, or otherwise engage thedigital content item when presented via a graphical user interface.Thus, in one or more embodiments, the networking system determines acoefficient corresponding to a likelihood or prediction that a user willnotice, interact with, or otherwise engage an associated digital contentitem.

In particular, the networking system 104 can determine a coefficientbetween the user and respective user-generated digital content itemsbased on a variety of factors. For example, in one or more embodiments,the networking system 104 determines a coefficient between the user anda user-generated digital content item based on one or morecharacteristics associated with the user-generated digital content item.In particular, the networking system 104 may associate highercoefficient scores with high-quality images (e.g., high resolution,clear images) than with lower quality images. In addition, thenetworking system 104 can boost a coefficient where the user-generateddigital content item includes a non-obstructed representation of theproduct (e.g., the front of the product) rather than a partial portionor non-ideal representation of the product. For example, in one or moreembodiments, the networking system 104 may associate a highercoefficient with a user-generated digital content item showing the frontof a hat (e.g., the identified product) than the back of the hat.

As another example, in one or more embodiments, the networking system104 considers a relationship between the user of the mobile device 202and the sharer (e.g., creator or original poster) of the user-generateddigital content item (or simply “the content creator”) in determining acoefficient between the user and the user-generated digital contentitem. For instance, in one or more embodiments, the networking system104 determines a coefficient between a user and a content creator basedon an identification that the user follows the content creator or thatthe user and content creator are mutual friends via the networkingsystem 104. As another example, the networking system 104 can determinea coefficient between the user and content creator based on a number ofshared follows or a number of common connections between the user andcontent creator. This, in one or more embodiments, the networking system104 boosts a coefficient between a user and user-generated digitalcontent items based on an identification that the user and contentcreator are mutual friends and/or have common connections (e.g., basedon a number of common connections). Alternatively, the networking system104 can decrease a coefficient for user-generated digital content itemsoriginating from non-friends or other non-associated users (e.g., havingfew or no common connections).

As used herein, a “content creator” refers to a user of the networkingsystem 104 who originally uploads and/or shares a user-generated digitalcontent items with other users of the networking system 104. Forexample, a content creator may refer to a user who causes a clientdevice to upload a user-generated digital content item to the networkingsystem 104 and provides access to the uploaded user-generated digitalcontent item to any number of users associated with the content creator(e.g., friends, contacts, followers).

In addition to considering connections between the user and a contentcreator, the networking system 104 can additionally determine thecoefficient based on one or more interactions between the user andcontent creator. For example, where the user has interacted with thecontent creator via direct messages, comments, user-ratings (e.g.,likes, dislikes) with respect to networking posts, the networking system104 may increase a coefficient between the user and any user-generateddigital content items from the content creator.

The networking system 104 may additionally consider direct interactionsbetween the user and user-generated digital content items having anidentified product therein. For example, where a user has liked auser-generated digital content item, the networking system 104 canassociate a high coefficient with the user-generated digital contentitem. In addition, or as an alternative, where the user has viewed, butnot necessarily liked the user-generated digital content item, thenetworking system 104 can increase or decrease the coefficientassociated with the user-generated digital content item. As anotherexample, where the user has viewed and taken a screenshot using themobile device 202, the networking system 104 can additionally increasethe coefficient associated with the user-generated digital content item.

In addition to considering a relationship between the user andidentified user-generated digital content items or between the user andthe content creator(s), the networking system 104 can additionallyconsider relationships between connections of the user (e.g., mutualfriends, followers, followees) and the content creators and/or theuser-generated digital content items including the product. For example,where multiple friends of a user follow a content creator, thenetworking system 104 can assign a higher coefficient between the userand the user-generated digital content item including the producttherein. As another example, where multiple friends of the user haveliked a particular user-generated digital content item, the networkingsystem 104 can similarly assign a higher coefficient between the userand the user-generated digital content item.

In addition, in one or more embodiments, the networking system 104considers similarities between a user and a content creator indetermining a coefficient for the user-generated digital content item.For example, where a user and content creator have a high degree ofsimilarity (e.g., similar preferences, likes, interests, followers,followees), the networking system 104 can assign a high coefficientbetween the user and user-generated digital content items originatingfrom the content creator and prioritize selecting those user-generateddigital content items. Alternatively, where a user and content creatorhave very little or nothing in common on the networking system 104, thenetworking system 104 can assign a low coefficient between the user anduser-generated digital content items originating from the contentcreator.

In one or more embodiments, the networking system 104 determines thecoefficient based on other identified products shown withinuser-generated digital content items. For example, the networking system104 may assign a higher coefficient between the user and user-generateddigital content items that have multiple products identified therein. Inone or more embodiments, the networking system 104 assigns a highercoefficient for user-generated digital content items havingcomplimentary products. For example, the networking system 104 mayassign a higher coefficient for images including products thatfrequently appear together or that are frequently purchased together.

In one or more embodiments, the networking system 104 determines thecoefficient based on digital content preferences of the user. Forexample, the networking system 104 may assign higher coefficients tovideos than images. In particular, where a user has a history ofpositive engagement (e.g., likes, comments, etc.) with videos than withimages, the networking system 104 may assign a higher coefficient touser-generated videos than user-generated images (or vice versa). Thus,the collection of user-generated digital content items 418 may includeone or more video previews (e.g., gifs, clips) within the immersive view414 for the product based on identified preferences of the user of themobile device 202.

As with determining the confidence score described above, the networkingsystem 104 can similarly consider a combination of factors indetermining the coefficient between a user and one or moreuser-generated digital content items to include within the collection ofidentified user-generated digital content items 418. For example, thenetworking system 104 may increase the coefficient based on one or morepositive factors and decrease the coefficient based on one or morenegative factors for the same user-generated digital content item. As anexample, the networking system 104 may increase a coefficient for animage based on the image originating from a friend, but decrease thecoefficient for the image based on a low quality of the image or theimage including only a partial representation of the associated product.

Upon determining the coefficient for any number of user-generateddigital content items, the networking system 104 can prioritize displayof the user-generated digital content items within the immersive view414 based on the coefficient. In particular, the networking system 104can provide the user-generated digital content items having the highestcoefficients within the immersive view 414. In addition, in one or moreembodiments, the networking system 104 ranks the identifieduser-generated digital content items based on coefficient scores andpresents the user-generated digital content items based on theassociated rankings.

As shown in FIG. 4C, the networking system 104 provides the collectionof user-generated digital content items 418 within a side-scrolling menuwith the user-generated digital content items ordered from left to right(e.g., based on associated coefficients with the user of the mobiledevice 202). As an alternative to providing multiple user-generateddigital content items as shown in FIG. 4C, the networking system 104 canalternatively present the highest-ranked user-generated digital contentitem within the immersive view 414 as an example to the user of themobile device 202.

The networking system 104 can present the user-generated digital contentitems in a variety of ways. For example, FIG. 4D illustrates an exampleof the immersive view 414 including a grid 426 of user-generated digitalcontent items including the product of the immersive view 414 showntherein. In particular, as shown in FIG. 4D, the networking system 104presents the user-generated digital content items within the grid 426 inaccordance with the determined rankings based on the coefficients withthe respective user of the mobile device 202 (e.g., the user associatedwith the user-profile shown in FIG. 4A).

Additional detail will now be given with respect to generating andproviding a creation insight to a merchant, influencer, end-user, orother entity of the networking system 104. In particular, as mentionedabove, in one or more embodiments, the networking system 104 analyzes aplurality of digital content items (e.g., user-generated digital contentitems) including one or more products shown therein. Based on theanalysis, the networking system 104 identifies various combinations ofproducts from a product catalog predicted to solicit a positive responseor otherwise engage users of the networking system 104. In particular,as shown by way of example in FIGS. 5A-5B, the networking system 104generates a provides a creation insight including an identification of acombination of products. In particular, FIGS. 5A-5B show an examplemobile device 202 including a touch screen display 204 providing asystem interface 206 associated with the networking system 104 and whichshows features and functionality with respect to providing a creationinsight to an administrative user (e.g., merchant), end-user, or otherentity of the networking system 104.

For example, FIG. 5A shows an example profile display 502 for a merchant(“Palm Clothing”) associated with a username (“palmclothing”). As shownin FIG. 5A, the profile display 502 includes a profile description 504including information associated with the merchant. In particular, theprofile description 504 includes a profile image, a number of postsshared by the merchant, a number of followers of the merchant, a numberof users that the merchant is following, and other information (e.g., abio) associated with the networking account of the merchant. As furthershown, the profile display 502 includes networking posts 506 includingposted digital content items. In particular, the profile display 502includes thumbnails or other images representative of any number ofposts 506.

In one or more embodiments, the networking system 104 provides access tothe posted digital content items to any of the followers of themerchant. Thus, the networking system 104 provides access to any one ofthe 4,112 posts of the merchant to the 2.1 million followers of themerchant. In one or more embodiments, the networking system 104identifies one or more products shown within the digital content itemsposted by the merchant. For example, the networking system 104 canidentify products shown within the posted digital content items inaccordance to one or more embodiments described above.

In addition, the networking system 104 can track interactions of varioususers with the posts 506. For example, the networking system 104 cantrack user interactions with digital content items. In addition, thenetworking system 104 can track user interactions with respect toproducts shown within digital content items. Further, the networkingsystem 104 can other types of user interactions with respect tonetworking posts and digital content items shared with other users ofthe networking system 104.

As an example, in one or more embodiments, the networking system 104tracks user-ratings with respect to the posts 506. In particular, thenetworking system 104 tracks likes, dislikes, and other types ofuser-ratings shared with respect to the posted digital content items.For instance, where an administrative user of a merchant account posts adigital content item including an image of a piece of clothing, thenetworking system 104 tracks a number of ratings, the types of ratings(e.g., positive, negative ratings), and the demographics of usersproviding the ratings for the posted content.

In addition to tracking user-ratings, the networking system 104 canadditionally track messages, comments, and other responses from users ofthe networking system 104 made in connection with the posts 506. Inparticular, the networking system 104 can identify a number of responses(e.g., messages, comments) and analyze the responses to identifypositive and/or negative responses. In addition, in one or moreembodiments, the networking system 104 further identifies those userswho provide the responses to identify demographics of networking userswho respond to particular posts.

In one or more embodiments, the networking system 104 further trackssaved posts and self-sent messages by users of the networking system104. For example, the networking system 104 identifies when a viewer ofa post send a self-directed message to himself or otherwise saves amessage to view later. In addition, in one or more embodiments, thenetworking system 104 detects when a user saves a post by taking ascreenshot of the post using a respective client device. As anotherexample, in one or more embodiments, the networking system 104 detectswhen a user saves a digital content item shown within a post to a localstorage of the respective client device.

In addition to tracking user interactions with respect to the posts 506,the networking system 104 further tracks user interactions with respectto products shown within the posts 506. For example, as described above,the networking system 104 can identify any number of posts shown withinrespective digital content items and enable viewers of the digitalcontent items to select the products shown therein. As such, in one ormore embodiments, the networking system 104 tracks user-selections ofthe products shown within the posts 506 including, for example, whethera user selects a “reveal products” icon to view products tagged withinthe post. In addition, the networking system 104 detects whether theviewer of the digital content item selects one or more of the respectiveproducts causing the networking system 104 to provide an immersive viewcorresponding to a selected product.

Further, in one or more embodiments, the networking system 104 tracksinteractions with respect to an immersive view for a selected product.For example, the networking system 104 can detect how long an immersiveview is shown on a client device. As another example, the networkingsystem 104 tracks interactions of the user within the immersive view.For instance, the networking system 104 can detect user-selections oftagged products, collections icons, and user-generated digital contentitems.

The networking system 104 can additionally track interactions withrespect to multiple products shown in combination. For example, ratherthan tracking interactions in isolation with respect to individualproducts, the networking system 104 can track whether certaincombinations of products shown within a digital content item promptusers to select multiple products and interact within immersive viewsfor each of the multiple products shown within the digital content item.

In addition to tracking whether a user selects a product and views animmersive view for a product, the networking system 104 further tracksconversion rates for products shown within the posts 506. For example,in one or more embodiments, the networking system 104 tracks whether auser ultimately purchases a product via the system interface 206 of thenetworking system 104. Alternatively, in one or more embodiments, thenetworking system 104 tracks whether a user purchases a product via athird-party website. For example, the networking system 104 can trackthird-party website purchases based on information received from amerchant to the networking system 104 associated with the soldproduct(s). As another example, the networking system 104 can trackthird-party website purchases based on tracking pixels or other metrics.

As mentioned above, in one or more embodiments, the networking system104 further tracks the identities of users of the networking system 104who perform the various interactions with respect to the posts 506. Inaddition, in one or more embodiments, the networking system 104 tracksdemographics of the users associated with the respective interactions.As such, in one or more embodiments, the networking system 104 candetermine that women within a certain age range more frequently interactwith and purchase hair products shown within the posts 506 while menwithin a certain age range more frequently interact with and purchaseelectronic products shown within the posts 506. Thus, the networkingsystem 104 can determine engagement scores between products (orcombinations of products) and demographics of users of the networkingsystem 104.

Based on the tracked interactions, the networking system 104 determinesone or more engagement scores for the products shown within the posts506. In particular, in one or more embodiments, the networking system104 determines engagement scores indicative of whether a product orcombination of products that solicit a positive reaction or otherwiseengages users of the networking system 104 when shown within digitalcontent items shared via the networking system 104. Thus, in one or moreembodiments, the networking system 104 determines engagement scores forproducts shown within the posts 506 that correspond to Thus, in one ormore embodiments, the networking system 104 determines engagement scoresfor products shown within the posts 506. In addition, or as analternative, in one or more embodiments, the networking system 104determines engagement scores for different types of products. Forexample, in addition or as an alternative to associating engagementscores with only those products shown within the posts 506, in one ormore embodiments, the networking system 104, the networking system 104can determine and associate engagement scores with types or categoriesof products (e.g., women shoes, dress pants, green skirts, etc.). Inaddition, the networking system 104 can determine and associateengagement scores with combinations of different types or categories ofproducts. Thus, the networking system 104 can determine engagementscores associated with a level of user-engagement with combinations ofdifferent types of products (e.g., camping gear with jackets, high-heelswith dresses).

In addition to associating engagement scores with specific productsand/or types of products, the networking system 104 can additionallyassociate engagement scores with populations of users of the networkingsystem 104. For instance, the networking system 104 can associate anengagement score with a demographic of networking users and a product ortype of product. As an example, the networking system 104 can associatean engagement score associated with winter scarves (or other product)based on identifying that a high number of female users of thenetworking system 104 engage with digital content items in which winterscarves are shown.

Based on the engagement score(s) for the products (and correspondingtypes of products) shown within the posts 506, the networking system 104identifies one or more combinations of products predicted to engageusers or followers of the user (e.g., administrative user for amerchant) when included within a digital content item. Upon identifyingthe products or types of products, the networking system 104 generates acreation insight including an identification of the products or types ofproducts to provide to a merchant, influencer, or other user of thenetworking system 104. For instance, in one or more embodiments, thenetworking system 104 provides the creation insight within the systeminterface 206 of the networking system 104 and provides the creationinsight within an insight interface 508, as shown in FIG. 5B

In particular, FIG. 5B provides a creation insight by providing aninsight interface 508 including identified products 510 a-b. Forexample, the insight interface 508 includes a first product 510 acorresponding to a t-shirt and a second product 510 b corresponding to apair of high-top sneakers. While FIG. 5B illustrates a creation insightincluding two specific products corresponding to specific merchants, inone or more embodiments, the networking system 104 provides a creationinsight showing different types of products unaffiliated with anyspecific merchant. Additionally, the networking system 104 can provide acreation insight including products corresponding to the same merchantor products from different merchants.

As further shown in FIG. 5B, the insight interface 508 includes sampleuser-generated digital content items 512 in which the identifiedcombination of products is shown. For example, in one or moreembodiments, the networking system 104 identifies sample user-generateddigital content items 512 shared by various users of the networkingsystem 104 and provides, within the insight interface 508, any number ofthe sample identified user-generated digital content items 512 fordisplay within the system interface 206. Thus, a user of the mobiledevice (e.g., merchant, influencer, end-user) can view one or moreexample posts from various users of the networking system 104 in whichthe identified combination of products are shown.

Moreover, in one or more embodiments, the networking system 104 includesa combination of products shown within the plurality of posts 506 sharedby the user of the mobile device 202. For example, in one or moreembodiments, each of the first product 510 a and the second product 510b refer to products provided within one or more of the 4,112 posts by anadministrative user of the account for Palm Clothing. Nevertheless, inone or more embodiments, the networking system 104 generates a creationinsight including one or more products not explicitly shown within theposts 506, but are nonetheless predicted to solicit positive reactionsand high engagement from users of the networking system 104 based ondetermined engagement scores associated with similar types of products.

In one or more embodiments, the networking system 104 provides multiplecreation insights for different populations of users of the networkingsystem 104 including different identified products. For example, whileFIG. 5B illustrates a single creation insight shown within the insightinterface 508 geared towards a specific demographic, the networkingsystem 104 can similarly provide multiple creation insights within thesame or separate insight interfaces. In particular, in one or moreembodiments, the networking system 104 provides a different creationinsight for one of a plurality of discrete populations of usersincluding different combinations of products predicted to engage thediscrete populations of users when included within shared digitalcontent items.

In this way, the networking system 104 provides a template orrecommendation for users of the networking system 104 for sharingsubsequent posts with users of the networking system 104. For example,in one or more embodiments, an administrative user of the merchantaccount can capture, produce, or otherwise find a new digital contentitem including the recommended combination of products (or types ofproducts) and share the new digital content item with followers of anetworking account. In which way, a user of the networking account caneffectively engage followers and other users of the networking system104 associated with the user.

In addition or as an alternative to providing a creation insightincluding an identification of one or multiple products, the networkingsystem 104 can additionally search a database associated with arespective user and identify one or more digital content items (e.g.,user-generated digital content items) to recommend to the user for asubsequent post. For example, in one or more embodiments, the networkingsystem 104 searches a local storage (e.g., a camera roll) of a clientdevice and determines engagement scores for images (or otheruser-generated digital content items) within the local storage thatpredict user-engagement with the images of the local storage. Thenetworking system 104 can further generate a creation insight includingan identification of one or more images from the local storage based onthe associated engagement scores (e.g., having the highest engagementscores).

Thus, in one or more embodiments, the networking system 104 generatesand provides a creation insight including an identification of auser-generated digital content item located in a storage of a clientdevice based on a determination of engagement scores for user-generateddigital content items from the storage. In one or more embodiments, thenetworking system 104 can similarly search a database of images, videos,or other user-generated digital content items within a remote storagespace (e.g., cloud storage space) associated with the user of the clientdevice.

Turning now to FIG. 6, additional detail will be provided regardingcomponents and capabilities of an example architecture for thenetworking system 104 that may be implemented on the server device(s)102, client devices 106 a-n, or on a combination of the server device(2)102 and one or more client devices 106 a-n. In particular, FIG. 6illustrates an embodiment of an example networking system 104 thataccomplishes features and functionality associated with one or moreembodiments described above. For example, the networking system 104facilitates identifying products from a product catalog shown withindigital content items and associating the identified products with therespective digital content items. In addition, the networking system 104facilitates selectively identifying digital content items having anidentified product therein and providing the selectively identifieddigital content items to a specific user of the networking system 104(e.g., within an immersive view for the product). Moreover, thenetworking system 104 facilitates generating a creation insight andproviding the creation insight to a user of the networking system 104within a graphical user interface associated with the networking system104.

In particular, FIG. 6 illustrates an example computing device 600including a networking system 104 implemented thereon. As further shown,the networking system 104 includes a content matching manager 602,content ranking manager 604, immersive view manager 606, an insightcreation manager 608, and a data storage 610 including, for example,product data 612, user data 614, and interaction data 616.

As discussed in one or more embodiments, the networking system 104identifies objects that appear within digital content items (e.g.,user-generated digital content items) and associates the objects withproducts from a product catalog. In particular, in one or moreembodiments, the content matching manager 602 analyzes a plurality offactors (e.g., signals) associated with a digital content item anddetermines, based on the plurality of factors, a confidence scoreassociated with a likelihood that a product from the product catalogappears within the digital content item. For example, the contentmatching manager 602 can determine the confidence score from a varietyof factors including an analysis of a display of the digital contentitem (e.g., an analysis of the pixels of an image), user-interactionswith respect to the digital content item, a relationship of a contentcreator of the digital content item with other users of the networkingsystem 104, and other factors and signals discussed above.

In one or more embodiments, the content matching manager 602 determinesthe confidence score based on a machine learning model. For example, inone or more embodiments, the content matching manager 602 utilizes amachine learning model to develop an algorithm that considers andweights various factors for determining the confidence score forrespective objects and products. For instance, the content matchingmanager 602 can utilize training data including digital content itemsknown to include or otherwise correspond with products from the productcatalog. The content matching manager 602 can utilize the training datato develop an algorithm or machine learning model for determiningconfidence scores for digital content items received via subsequentnetworking posts by users of the networking system 104. In one or moreembodiments, the content matching manager 602 develops multiple machinelearning models for respective products that consider various factorsdifferently. Thus, in one or more embodiments, the content matchingmanager 602 considers various factors differently for individualproducts from the product catalog.

In addition, in one or more embodiments, the content matching manager602 further refines the machine learning model(s) over time and based onadditional information received. For example, where a user, merchant, orother entity overrides an association or otherwise indicates that thecontent matching manager 602 made an incorrect association with aproduct, the content matching manager 602 can modify the relevantalgorithm and/or machine learning model accordingly. In addition, wherethe networking system 104 receives additional information (e.g., userinformation, product information), the content matching manager 602 cansimilarly update the algorithms and/or machine learning models accordingto the received information.

As discussed in one or more embodiments, the networking system 104further selectively identifies digital content items to provide to aparticular user. For instance, in addition to generally associatingproducts with digital content items, the content ranking manager 604 canadditional rank the digital content items for individual users. As anexample, where a user interacts with a user-generated digital contentitem by selecting a product shown therein (thus prompting display of animmersive view for the product), the content ranking manager 604determines a coefficient between the user and any number ofuser-generated digital content items. In particular, the content rankingmanager 604 determines the coefficient based on a variety of factorsincluding, for example, a quality of a user-generated digital contentitem, a relationship between the user and a content creator for theuser-generated digital content item, interactions between the user andthe content creator, and other factors described above that contributeto a likelihood that the user will notice and engage with auser-generated digital content item.

Similar to one or more embodiments described in connection withdetermining the confidence score, the content ranking manager 604 candetermine the coefficient between the user and user-generated digitalcontent items based on a machine learning model. For example, thecontent ranking manager 604 can utilize training data includingdetermined or otherwise identified coefficients between users andcorresponding digital content items to develop an algorithm fordetermining coefficients between a user of the networking system and agiven user-generated digital content item. In addition, the contentranking manager 604 can change or update the machine learning model(s)based on additionally received information.

As discussed in one or more embodiments, the networking system 104further provides an immersive view for a product based on (e.g., inresponse to) a user-selection of a product within a digital content item(e.g., a user-generated digital content item). For example, in one ormore embodiments, the immersive view manager 606 provides an immersiveview within a graphical user interface of the networking system 104including information about a selected product (e.g., information fromthe product catalog) and selectable options to enable a user to viewuser-generated digital content items, related products, collections, andultimately purchase the selected product, as discussed in one or moreembodiments described above.

In one or more embodiments, the immersive view manager 606 generates theimmersive view based on information received from an administrative userassociated with a product. For example, the immersive view manager 606can receive the image or video for a product from the administrativeuser for the product and insert the image or video within an immersiveview template corresponding to the product. When a user subsequentlyselects the product within another digital content item, the immersiveview manager 606 can provide the immersive view including any images orvideos provided by the administrative user associated with the productwithin designated portions of the immersive view.

In addition, as described in one or more embodiments herein, theimmersive view manager 606 provides one or more user-generated digitalcontent items within the immersive view for a selected product. Forexample, in one or more embodiments, the immersive view manager 606places one or more user-generated digital content items within animmersive view based on user-generated digital content items associatedwith the selected product by the content matching manager 602 anduser-generated digital content items selected for a user by the contentranking manager 604. In one or more embodiments, the immersive viewmanager 606 places the identified user-generated digital content itemswithin a designated spot of an immersive view template for the selectedproduct.

As further discussed above, the networking system 104 generates andprovides creation insights to users of the networking system 104including an identification of one or more products predicted to engageusers of the networking system 104. For example, in one or moreembodiments, the insight creation manager 608 receives a plurality ofposts including digital content items posted by a user of the networkingsystem. The insight creation manager 608 further identifies a pluralityof products from the product catalog within the plurality of posts. Forexample, the content matching manager 602 can identify and associate anynumber of products within the posted digital content items withcorresponding products from a product catalog, similar to one or moreembodiments described herein.

Further, the insight creation manager 608 can track interactions byusers of the networking system with respect to the plurality of postsand determine engagement scores based on the tracked user interactions.For example, the insight creation manager 608 can track user-ratings,comments, messages, saved posts, and other interactions with respect tothe plurality of posts. Based on the tracked interactions, the insightcreation manager 608 can identify trends of interactions and identifyproducts that solicit a positive response from users as well as identifydemographics of users that interact with digital content itemsassociated with respective products.

Based on the engagement score(s), the insight creation manager 608 cangenerate a creation insight including an identification of two or moreproducts (or types of products) predicted to engage users of thenetworking system 104. In particular, the insight creation manager 608can provide an insight interface including an identification of two ormore products to an administrative user as a recommendation or templatefor a subsequent networking post that will solicit a positive responsefrom users of the networking system 104. In one or more embodiments, theinsight creation manager 608 identifies a combination of productsdifferent from the products shown within the plurality of posts.Alternatively, in one or more embodiments, the insight creation manager608 identifies a combination of products from the plurality of posts. Inaddition, in one or more embodiments, the insight creation manager 608provides one or more user-generated digital content items includinginstances of the identified products shared by various users of thenetworking system 104.

As further shown in FIG. 6, the networking system 104 incudes datastorage 610 including product data 612. In one or more embodiments, theproduct data 612 refers to information about any products from a productcatalog. In particular, the product data 612 can refer to anyinformation about a product included within the product catalog.Examples of product data 612 include general information about a product(e.g., price, brand, merchant, color, size, shipping information, etc.),images or videos associated with the product, and any digital contentitems and information included within an immersive view for the product.

As shown in FIG. 6, the data storage 610 further includes user data 614.In one or more embodiments, the user data 614 includes any informationabout a user of the networking system. For example, user data 614includes profile information including, for example, demographicinformation, preferences, personal information, and other data receivedfrom a user and/or one or more associated users of the networkingsystem. The user data 614 can further include an identification of anadministrative user associated with a respective brand or merchant.

Moreover, the data storage 610 includes interaction data 616 includingany information associated with interactions between a user and thenetworking system 104. For example, interaction data 616 includesuser-ratings, comments, messages, and other interactions received withrespect to a post or digital content item shared via the networkingsystem 104. In addition, the interaction data 616 can includerelationship information between a user and other users of thenetworking system. Further, the interaction data 616 can includeinteractions between a user and a product and/or between a user and animmersive view for the product. The interaction data 616 can furtherinclude purchase data associated with whether a user purchased a productvia the networking system 104 or via one or more third-party websites.

FIGS. 1-6, the corresponding text, and the examples, provide a number ofdifferent systems and devices that facilitate user-interaction withrespect to digital content items including products shown therein andenabling users of a networking system 104 to receive information aboutone or more selected products. In addition to the foregoing, embodimentscan also be described in terms of flowcharts comprising acts in a methodfor accomplishing a particular result. For example, FIG. 7 illustrates aflowchart of an exemplary method for associating products from a productcatalog with user-generated digital content items. In addition, FIG. 8illustrates a flowchart of an exemplary method for enabling a user toselect a product from within a user-generated digital content item andselectively identifying other user-generated digital content items for aspecific user to include within an immersive view for the selectedproduct. Moreover, FIG. 9 illustrates a flowchart of an exemplary methodfor generating and providing a creative insight including anidentification of two or more products from a product catalog predictedto engage users of the networking system 104.

FIG. 7 illustrates a flowchart of one example method 700 for associatinga user-generated digital content item with a product and enabling one ormore users (e.g., users 108 a-n) to interact with the user-generateddigital content item to receive information about the associatedproduct. As shown in FIG. 7, the method 700 includes an act 710 ofreceiving a user-generated digital content item. In particular, in oneor more embodiments, the act 710 includes receiving, from a user of anetworking system 104, a user-generated digital content item. Inaddition, the method 700 includes an act 720 of detecting an objectwithin the user-generated digital content item. In one or moreembodiments, detecting the object involves analyzing pixels of theuser-generated digital content item and detecting the object therein.

As further shown in FIG. 7, the method 700 includes an act 730 ofdetermining a confidence score associated with a likelihood that thedetected object corresponds to a product. In particular, in one or moreembodiments, the act 730 includes determining a confidence scoreassociated with a likelihood that the detected object corresponds to aproduct from a product catalog. The product catalog includes a pluralityof products associated with corresponding brands or merchants. Asdescribed above, determining the confidence score can involvedetermining the confidence score based on various factors (e.g., acombination of different factors).

For example, in one or more embodiments, the method 700 includesreceiving a user-identification of the product from the product catalogwith respect to the user-generated digital content item and determiningthe confidence score based on the received user-identification of theproduct from the product catalog. In one or more embodiments,determining the confidence score further comprises analyzing a displayof the user-generated digital content item to confirm theuser-identification of the product from the product catalog.

As another example, in one or more embodiments, the method 700 incudesidentifying one or more hashtags associated with the product within anetworking post associated with the user-generate digital content itemand determining the confidence score based on the identified one or morehashtags. The method 700 can further include identifying othercontextual cues (e.g., in addition to or as an alternative to hashtags)within the networking post and determining the confidence score based onthe other contextual cues.

As another example, in one or more embodiments, the method 700 includesidentifying a purchase by the user of the product from the productcatalog and determining the confidence score based on the identifiedpurchase of the product. In one or more embodiments, the method 700includes identifying the purchase by detecting a purchase of the productby the user via the networking system 104. In addition or as analternative, in one or more embodiments, the method 700 includesidentifying the purchase by detecting a purchase of the product by theuser via a third-party website.

As another example, in one or more embodiments, the method 700 includestracking user-interactions by the user with respect to one or morebrands of products from the product catalog. In one or more embodiments,tracking user-interactions with respect to the one or more brands ofproducts from the product catalog includes tracking comments anduser-ratings with respect to networking posts associated with the one ormore brands of products from the product catalog. In one or moreembodiments, tracking user-interactions with respect to the one or morebrands of products from the product catalog includes trackingself-directed messages (e.g., saved messages) with respect to networkingposts associated with the one or more brands of products from theproduct catalog. In one or more embodiments, tracking user-interactionswith respect to one or more brands of products includes identifying thatthe user is following one or more merchants associated with the one ormore brands of products from the product catalog. In addition, in one ormore embodiments, the method 700 includes tracking user-interactions byother users of the networking system 104 associated with the user withrespect to the one or more brands of products from the product catalogand determining the confidence score based on the trackeduser-interactions by the other users with respect to the one or morebrands of products from the product catalog.

Moreover, in one or more embodiments, the method 700 includesdetermining the confidence score based on a combination of differentfactors. For example, in one or more embodiments, the method 700includes determining a likelihood that the detected object correspondsto the product from the product catalog based on a combination of atleast two or more of: a received user-identification of the product fromthe product catalog with respect to the user-generated digital contentitem, an analysis of a display of the user-generated digital contentitem, one or more identified purchases of the product by the user, andtracked user-interactions by the user with respect to one or more brandsof products from the product catalog.

As further shown in FIG. 7, the method 700 includes an act 740 ofassociating the user-generated digital content item with the product. Inparticular, in one or more embodiments, the act 740 includesassociating, based on the confidence score, the user-generated digitalcontent item with the product from the product catalog. In one or moreembodiments, associating the user-generated digital content item withthe product from the product catalog includes determining that theconfidence score exceeds a threshold score associated with acorresponding likelihood that the detected object corresponds to theproduct from the product catalog. In response to determining that theconfidence score exceeds the threshold score, associating theuser-generated digital content item with the product involves taggingthe user-generated digital content item with the product from theproduct catalog.

As further shown in FIG. 7, the method 700 includes an act 750 ofproviding a graphical user interface including an immersive view for theproduct. In particular, in one or more embodiments, the act 750 includesproviding a graphical user interface including an immersive view for theproduct. In one or more embodiments, the method 700 includes providingthe graphical user interface including the immersive view in response toa user selection of a product. For example, in one or more embodiments,the method 700 includes providing, via the graphical user interface, aselectable element with respect to the detected object within theuser-generated digital content item. In one or more embodiments,providing the graphical user interface including the immersive view forthe product by providing the immersive view for the product in responseto detecting a selection of the selectable element with respect to thedetected object within the user-generated digital content item. In oneor more embodiments, the method 700 includes providing a shoppingelement within the immersive view for the product. In response todetecting a selection of the shopping element, in one or moreembodiments, the method 700 includes providing a shopping interfacewithin the graphical user interface that enables the user of thenetworking system to purchase the product.

In one or more embodiments, the method 700 further includes an act 760of providing the user-generated digital content item and one or moreadditional user-generated digital content items associated with theproduct within the immersive view. For example, in one or moreembodiments, the act 760 includes providing, within the immersive viewfor the product, the user-generated digital content item and one or moreadditional user-generated digital content items associated with theproduct.

In one or more embodiments, the method 700 includes detecting a secondobject within the user-generated digital content item. In addition, inone or more embodiments, the method 700 includes determining a secondconfidence score associated with a likelihood that the detected objectcorresponds to a second product from the product catalog. Further, inone or more embodiments, the method 700 includes associating, based onthe second confidence score, the user-generated digital content itemwith the second product from the product catalog. In one or moreembodiments, the method 800 further includes providing, within thegraphical user interface, the user-generated digital content itemincluding selectable elements corresponding to the detected object andthe second detected object. In one or more embodiments, the method 800provides an immersive view for the product or second product based ondetecting a user-selection of a selectable element corresponding to thedetected object or the second detected object.

FIG. 8 illustrates a flowchart of an example method 800 for determiningcoefficients between a user and user-generated digital content items andpresenting the ranked user-generated digital content items in accordancewith the determined coefficients. For example, as shown in FIG. 8, themethod 800 includes an act 810 of identifying a plurality ofuser-generated digital content items associated with a product from aproduct catalog. In particular, in one or more embodiments, the act 810includes identifying, from a plurality of networking posts, a pluralityof user-generated digital content items associated with a product from aproduct catalog, the product catalog including a plurality of products.As further shown in FIG. 8, the method 800 includes an act 820 ofdetection a selection of the product within a digital content item. Inparticular, in one or more embodiments, the act 820 includes detecting aselection of the product within a digital content item by a user of anetworking system 104.

As further shown in FIG. 8, the method 800 includes an act 830 ofdetermining a coefficient between the user and each of the plurality ofuser-generated digital content items. In particular, in one or moreembodiments, the act 830 includes determining a coefficient between theuser and each of the plurality of user-generated digital content itemsassociated with the product. Further, in one or more embodiments, themethod 800 includes determining the coefficient for each of theplurality of user-generated digital content items based on a determinedrelationship between the user and content creators where the contentcreators include users of the networking system 104 associated withsharing the plurality of user-generated digital content items with otherusers of the networking system 104. In addition, in one or moreembodiments, the method 800 includes determining the coefficient foreach of the plurality of user-generated digital content items based onthe determined relationship between the user and content creators.

In one or more embodiments, the method 800 includes determining therelationship between the user and content creators based on whether theuser follows the content creators via the networking system 104. Inaddition, in one or more embodiments, the method 800 includesdetermining the relationship between the user and content creators basedon a number of common connections between the user and the contentcreators via the networking system 104. In addition, in one or moreembodiments, the method 800 includes determining the relationshipbetween the user and content creators based on interactions between theuser and the content creators for each of the plurality ofuser-generated digital content items. In one or more embodiments, theinteractions between the user and content creators include one or moreof ratings and comments made by the user with respect to digital contentitems shared by the content creators. In one or more embodiments, themethod 800 includes determining the coefficient between the user andeach of the plurality of user-generated digital content items associatedwith the product based on interactions between the user with respect toeach of the plurality of user-generated digital content items.

In one or more embodiments, the method 800 includes determining thecoefficient based on a combination of two or more factors. For example,in one or more embodiments, the method 800 includes determining thecoefficient between the user and each of the plurality of user-generateddigital content items associated with the product based on a combinationof at least two or more of: a number of common connections between theuser and content creators associated with sharing the plurality ofuser-generated digital content items, interactions between the user andthe content creators for each of the plurality of user-generated digitalcontent items, and one or more ratings and comments made by the userwith respect to the plurality of digital content items.

As further shown in FIG. 8, the method 800 includes an act 840 ofproviding a graphical user interface including an immersive view for theproduct. As further shown, the method 800 includes an act 850 ofproviding one or more of the identified user-generated digital contentitems within the immersive view based on the determined coefficient. Inparticular, in one or more embodiments, the act 850 includes providing,within the immersive view for the product, one or more of the identifieduser-generated digital content items based on the determinedcoefficient.

In one or more embodiments, the method 800 includes determining rankingsfor the plurality of user-generated digital content items based on thedetermined coefficient between the user and each of the plurality ofuser-generated digital content items. In addition, in one or moreembodiments, the method 800 includes presenting the one or moreidentified user-generated digital content items in an order within theimmersive view based on the determined rankings for the plurality ofuser-generated digital content items. In one or more embodiments, themethod 800 includes identifying a user-generated digital content itemfrom the plurality of user-generated digital content items having thehighest coefficient of the plurality of user-generated digital contentitems. In addition, in one or more embodiments, the method 800 includesproviding the identified user-generated digital content item having thehighest coefficient of the plurality of user-generated digital contentitems within the immersive view for the product.

In one or more embodiments, the method 800 includes providing, withinthe graphical user interface and prior to detecting the selection of theproduct within the digital content item, the digital content item and aselectable element corresponding to the product within the digitalcontent item. In addition, in one or more embodiments, the digitalcontent item includes a user-generated digital content item shared froma co-user of the networking system 104 unaffiliated with a brand of theproduct. Further, in one or more embodiments, the digital content itemincludes a digital content item from a co-user of the networking system104 affiliated with a brand of the product.

In one or more embodiments, the method 800 includes providing, withinthe immersive view for the product, one or more images corresponding toone or more additional products tagged within the digital content item.In addition, in one or more embodiments, the method 800 includesproviding, within the immersive view for the product, at least one imageprovided by an account of the networking system 104 affiliated with abrand of the product.

In one or more embodiments, the method 800 includes providing, withinthe immersive view for the product, a selectable image for a relatedproduct to the selected product. In addition, in response to detecting aselection of the selectable image for the related product, in one ormore embodiments, the method 800 includes providing, within thegraphical user interface an immersive view for the related product.

FIG. 9 illustrates a flowchart of an example method 900 for generatingand providing a creation insight to a user of the networking system 104.For example, as shown in FIG. 9, the method 900 includes an act 910 ofreceiving a plurality of posts including digital content items. Inparticular, in one or more embodiments, the act 910 includes receiving,at a networking system 104, a plurality of posts comprising digitalcontent items.

As further shown in FIG. 9, the method 900 includes an act 920 ofidentifying a plurality of products within the plurality of posts. Inparticular, in one or more embodiments, the act 920 includesidentifying, within the digital content items, a plurality of productsfrom a product catalog, the product catalog comprising a collection ofproducts. In one or more embodiments, identifying the plurality ofproducts includes determining, for each of the digital content items, aconfidence score associated with a likelihood that a digital contentitem includes an object therein corresponding to a product from thecollection of products. In addition, in one or more embodiments,identifying the plurality of products includes identifying the pluralityof products within the digital content items based on determinedconfidence scores for the digital content items.

As further shown in FIG. 9, the method 900 includes an act 930 oftracking interactions by a plurality of users of the networking system104 with respect to the plurality of posts. In one or more embodiments,tracking the interactions includes tracking a number of self-directedmessages, time spent viewing posts, and a number of saved posts of theplurality of posts. In one or more embodiments, tracking theinteractions includes tracking user-interactions with respect to theplurality of products appearing within the plurality of posts. In one ormore embodiments, tracking the interactions includes trackinginteractions with respect to immersive views provided by the networkingsystem 104 in connection with the user-interactions with respect to theplurality of products within the plurality of posts. In one or moreembodiments, tracking the interactions includes tracking purchases byusers of the networking system 104 with respect to the plurality ofproducts shown within the plurality of posts.

As further shown in FIG. 9, the method 900 further includes an act 940of determining engagement scores for the plurality of products based onthe tracked interactions. In particular, in one or more embodiments, theact 940 includes determining engagement scores for the plurality ofproducts from the product catalog based on the tracked interactions withrespect to the plurality of posts. In one or more embodiments, themethod 900 includes determining the engagement scores based onuser-ratings received in connection with the plurality of posts. In oneor more embodiments, the method 900 includes determining the engagementscores based on a number of detected messages in connection with theplurality of posts sent to a content creator associated with sharing theposts from users of the networking system 104. In one or moreembodiments, the method 900 includes determining the engagement scoresbased on a detected number of comments by users of the networking system104 received in response to the plurality of posts.

In one or more embodiments, the method 900 includes determining theengagement score based on a combination of multiple factors. Forexample, in one or more embodiments, the method 900 includes determiningthe engagement scores for the plurality of products based on acombination of two or more of: user-ratings received in connection withthe plurality of posts, a number of detected messages in connection withthe plurality of posts sent to a content creator associated with sharingthe posts, a detected number of comments by users of the networkingsystem 104 received in response to the plurality of posts, and trackeduser-interaction with respect to the plurality of products appearingwithin the plurality of posts.

As further shown in FIG. 9, the method 900 includes an act 950 ofgenerating a creation insight including an identification of two or moreproducts predicted to engage users of the networking system 104. Inparticular, in one or more embodiments, the act 950 includes generating,based on the engagement scores for the plurality of products, a creationinsight including an identification of two or more products from thecollection of products predicted to engage users of the networkingsystem 104.

In one or more embodiments, the creation insight includes anidentification of two or more products from the collection of productsnot included within the identified plurality of products. In one or moreembodiments, the creation insight includes an identification of two ormore products included within the identified plurality of products.

In one or more embodiments, the method 900 includes providing, via agraphical user interface of the networking system 104, an insightinterface comprising digital content items associated with theidentified two or more products. In one or more embodiments, the digitalcontent items include user-generated digital content items associatedwith the two or more products, the user-generated digital content itemsoriginating from users of the networking system 104 unaffiliated withthe two or more products.

In one or more embodiments, the method 900 includes searching a contentdatabase of a content creator associated with sharing the plurality ofposts where the content database includes a storage space comprising aplurality of user-generated digital content items. The method 900further includes identifying, from the content database, auser-generated digital content items from the plurality ofuser-generated digital content items associated with the two or moreproducts from the collection of products. In one or more embodiments,the method 900 further includes providing, via a graphical userinterface of the networking system 104, an insight interface comprisingthe identified two or more products and the identified user-generateddigital content item associated with the two or more products. In one ormore embodiments, searching the content database includes searching alocal storage of a client device associated with the content creator.

In one or more embodiments, the method 900 includes generating,generating, based on the engagement scores for the plurality ofproducts. In one or more embodiments, the second creation insightincludes an identification of two or more different products from thecollection of products predicted to engage users of the networkingsystem 104. For example, in one or more embodiments, the method 900includes generating a second creation insight including anidentification of two or more different products predicted to engage adifferent demographic of users than the first creation insight.

FIG. 10 illustrates, in block diagram form, an exemplary computingdevice 1000 that may be configured to perform one or more of theprocesses described above. In one or more embodiments, the clientdevices 106 a-n, the server device(s) 102, and merchant device(s) 112each comprise one or more computing devices in accordance withimplementations of computing device 1000. As shown by FIG. 10, thecomputing device can comprise a processor 1002, a memory 1004, a storagedevice 1006, an I/O interface 1008, and a communication interface 1010,which may be communicatively coupled by way of communicationinfrastructure 1012. While an exemplary computing device 1000 is shownin FIG. 10, the components illustrated in FIG. 10 are not intended to belimiting. Additional or alternative components may be used in otherembodiments. Furthermore, in certain embodiments, a computing device1000 can include fewer components than those shown in FIG. 10.Components of computing device 1000 shown in FIG. 10 will now bedescribed in additional detail.

In particular embodiments, processor 1002 includes hardware forexecuting instructions, such as those making up a computer program. Asan example and not by way of limitation, to execute instructions,processor 1002 may retrieve (or fetch) the instructions from an internalregister, an internal cache, memory 1004, or storage device 1006 anddecode and execute them. In particular embodiments, processor 1002 mayinclude one or more internal caches for data, instructions, oraddresses. As an example and not by way of limitation, processor 1002may include one or more instruction caches, one or more data caches, andone or more translation lookaside buffers (TLBs). Instructions in theinstruction caches may be copies of instructions in memory 1004 orstorage 1006.

Memory 1004 may be used for storing data, metadata, and programs forexecution by the processor(s). Memory 1004 may include one or more ofvolatile and non-volatile memories, such as Random Access Memory(“RAM”), Read Only Memory (“ROM”), a solid state disk (“SSD”), Flash,Phase Change Memory (“PCM”), or other types of data storage. Memory 1004may be internal or distributed memory.

Storage device 1006 includes storage for storing data or instructions.As an example and not by way of limitation, storage device 1006 cancomprise a non-transitory storage medium described above. Storage device1006 may include a hard disk drive (HDD), a floppy disk drive, flashmemory, an optical disc, a magneto-optical disc, magnetic tape, or aUniversal Serial Bus (USB) drive or a combination of two or more ofthese. Storage device 1006 may include removable or non-removable (orfixed) media, where appropriate. Storage device 1006 may be internal orexternal to the computing device 1000. In particular embodiments,storage device 1006 is non-volatile, solid-state memory. In otherembodiments, Storage device 1006 includes read-only memory (ROM). Whereappropriate, this ROM may be mask programmed ROM, programmable ROM(PROM), erasable PROM (EPROM), electrically erasable PROM (EEPROM),electrically alterable ROM (EAROM), or flash memory or a combination oftwo or more of these.

I/O interface 1008 allows a user to provide input to, receive outputfrom, and otherwise transfer data to and receive data from computingdevice 1000. I/O interface 1008 may include a mouse, a keypad or akeyboard, a touch screen, a camera, an optical scanner, networkinterface, modem, other known I/O devices or a combination of such I/Ointerfaces. I/O interface 1008 may include one or more devices forpresenting output to a user, including, but not limited to, a graphicsengine, a display (e.g., a display screen), one or more output drivers(e.g., display drivers), one or more audio speakers, and one or moreaudio drivers. In certain embodiments, I/O interface 1008 is configuredto provide graphical data to a display for presentation to a user. Thegraphical data may be representative of one or more graphical userinterfaces and/or any other graphical content as may serve a particularimplementation.

Communication interface 1010 can include hardware, software, or both. Inany event, communication interface 1010 can provide one or moreinterfaces for communication (such as, for example, packet-basedcommunication) between computing device 1000 and one or more othercomputing devices or networks. As an example and not by way oflimitation, communication interface 1010 may include a network interfacecontroller (NIC) or network adapter for communicating with an Ethernetor other wire-based network or a wireless NIC (WNIC) or wireless adapterfor communicating with a wireless network, such as a WI-FI.

Additionally or alternatively, communication interface 1010 mayfacilitate communications with an ad hoc network, a personal areanetwork (PAN), a local area network (LAN), a wide area network (WAN), ametropolitan area network (MAN), or one or more portions of the Internetor a combination of two or more of these. One or more portions of one ormore of these networks may be wired or wireless. As an example,communication interface 1010 may facilitate communications with awireless PAN (WPAN) (such as, for example, a BLUETOOTH WPAN), a WI-FInetwork, a WI-MAX network, a cellular telephone network (such as, forexample, a Global System for Mobile Communications (GSM) network), orother suitable wireless network or a combination thereof.

Communication infrastructure 1012 may include hardware, software, orboth that couples components of computing device 1000 to each other. Asan example and not by way of limitation, communication infrastructure1012 may include an Accelerated Graphics Port (AGP) or other graphicsbus, an Enhanced Industry Standard Architecture (EISA) bus, a front-sidebus (FSB), a HYPERTRANSPORT (HT) interconnect, an Industry StandardArchitecture (ISA) bus, an INFINIBAND interconnect, a low-pin-count(LPC) bus, a memory bus, a Micro Channel Architecture (MCA) bus, aPeripheral Component Interconnect (PCI) bus, a PCI-Express (PCIe) bus, aserial advanced technology attachment (SATA) bus, a Video ElectronicsStandards Association local (VLB) bus, or another suitable bus or acombination thereof.

As mentioned above, in one or more embodiments, the networking system104 is linked to and/or is implemented a social networking system. Asocial-networking system may enable its users (such as persons ororganizations) to interact with the system and with each other. Thesocial-networking system may, with input from a user, create and storein the social-networking system a user profile associated with the user.The user profile may include demographic information,communication-channel information, and information on personal interestsof the user. The social-networking system may also, with input from auser, create and store a record of relationships of the user with otherusers of the social-networking system, as well as provide services (e.g.wall posts, photo-sharing, event organization, messaging, games, oradvertisements) to facilitate social interaction between or among users.

The social-networking system may store records of users andrelationships between users in a social graph comprising a plurality ofnodes and a plurality of edges connecting the nodes. The nodes maycomprise a plurality of user nodes and a plurality of concept nodes. Auser node of the social graph may correspond to a user of thesocial-networking system. A user may be an individual (human user), anentity (e.g., an enterprise, business, or third party application), or agroup (e.g., of individuals or entities). A user node corresponding to auser may comprise information provided by the user and informationgathered by various systems, including the social-networking system.

For example, the user may provide his or her name, profile picture, cityof residence, contact information, birth date, gender, marital status,family status, employment, educational background, preferences,interests, and other demographic information to be included in the usernode. Each user node of the social graph may have a corresponding webpage (typically known as a profile page). In response to a requestincluding a user name, the social-networking system can access a usernode corresponding to the user name, and construct a profile pageincluding the name, a profile picture, and other information associatedwith the user. A profile page of a first user may display to a seconduser all or a portion of the first user's information based on one ormore privacy settings by the first user and the relationship between thefirst user and the second user.

A concept node may correspond to a concept of the social-networkingsystem. For example, a concept can represent a real-world entity, suchas a movie, a song, a sports team, a celebrity, a group, a restaurant,or a place or a location. An administrative user of a concept nodecorresponding to a concept may create or update the concept node byproviding information of the concept (e.g., by filling out an onlineform), causing the social-networking system to associate the informationwith the concept node. For example and without limitation, informationassociated with a concept can include a name or a title, one or moreimages (e.g., an image of cover page of a book), a web site (e.g., anURL address) or contact information (e.g., a phone number, an emailaddress). Each concept node of the social graph may correspond to a webpage. For example, in response to a request including a name, thesocial-networking system can access a concept node corresponding to thename, and construct a web page including the name and other informationassociated with the concept.

An edge between a pair of nodes may represent a relationship between thepair of nodes. For example, an edge between two user nodes can representa friendship between two users. For another example, thesocial-networking system may construct a web page (or a structureddocument) of a concept node (e.g., a restaurant, a celebrity),incorporating one or more selectable buttons (e.g., “like”, “check in”)in the web page. A user can access the page using a web browser hostedby the user's client device and select a selectable button, causing theclient device to transmit to the social-networking system a request tocreate an edge between a user node of the user and a concept node of theconcept, indicating a relationship between the user and the concept(e.g., the user checks in to a restaurant, or the user “likes” acelebrity).

As an example, a user may provide (or change) his or her city ofresidence, causing the social-networking system to create an edgebetween a user node corresponding to the user and a concept nodecorresponding to the city declared by the user as his or her city ofresidence. In addition, the degree of separation between any two nodesis defined as the minimum number of hops required to traverse the socialgraph from one node to the other. A degree of separation between twonodes can be considered a measure of relatedness between the users orthe concepts represented by the two nodes in the social graph. Forexample, two users having user nodes that are directly connected by anedge (i.e., are first-degree nodes) may be described as “connectedusers” or “friends.” Similarly, two users having user nodes that areconnected only through another user node (i.e., are second-degree nodes)may be described as “friends of friends.”

A social-networking system may support a variety of applications, suchas photo sharing, on-line calendars and events, gaming, instantmessaging, and advertising. For example, the social-networking systemmay also include media sharing capabilities. Also, the social-networkingsystem may allow users to post photographs and other multimedia files toa user's profile page (typically known as “wall posts” or “timelineposts”) or in a photo album, both of which may be accessible to otherusers of the social-networking system depending upon the user'sconfigured privacy settings. The social-networking system may also allowusers to configure events. For example, a first user may configure anevent with attributes including time and date of the event, location ofthe event and other users invited to the event. The invited users mayreceive invitations to the event and respond (such as by accepting theinvitation or declining it). Furthermore, the social-networking systemmay allow users to maintain a personal calendar. Similarly to events,the calendar entries may include times, dates, locations and identitiesof other users.

FIG. 11 illustrates an example network environment 1100 of asocial-networking system. In particular embodiments, a social-networkingsystem 1102 may comprise one or more data stores. In particularembodiments, the social-networking system 1102 may store a social graphcomprising user nodes, concept nodes, and edges between nodes asdescribed earlier. Each user node may comprise one or more data objectscorresponding to information associated with or describing a user. Eachconcept node may comprise one or more data objects corresponding toinformation associated with a concept. Each edge between a pair of nodesmay comprise one or more data objects corresponding to informationassociated with a relationship between users (or between a user and aconcept, or between concepts) corresponding to the pair of nodes.

In particular embodiments, the social-networking system 1102 maycomprise one or more computing devices (e.g., servers) hostingfunctionality directed to operation of the social-networking system1102. A user of the social-networking system 1102 may access thesocial-networking system 1102 using a client device such as clientdevice 1106. In particular embodiments, the client device 1106 caninteract with the social-networking system 1102 through a network 1104.

The client device 1106 may be a desktop computer, a laptop computer, atablet computer, a personal digital assistant (PDA), an in- orout-of-car navigation system, a smart phone or other cellular or mobilephone, or a mobile gaming device, other mobile device, or other suitablecomputing devices. Client device 1106 may execute one or more clientapplications, such as a web browser (e.g., Microsoft Windows InternetExplorer, Mozilla Firefox, Apple Safari, Google Chrome, Opera, etc.) ora native or special-purpose client application (e.g., Facebook foriPhone or iPad, Facebook for Android, etc.), to access and view contentover network 1104.

Network 1104 may represent a network or collection of networks (such asthe Internet, a corporate intranet, a virtual private network (VPN), alocal area network (LAN), a wireless local area network (WLAN), acellular network, a wide area network (WAN), a metropolitan area network(MAN), or a combination of two or more such networks) over which clientdevices 1106 may access the social-networking system 1102.

While these methods, systems, and user interfaces utilize both publiclyavailable information as well as information provided by users of thesocial-networking system, all use of such information is to beexplicitly subject to all privacy settings of the involved users and theprivacy policy of the social-networking system as a whole.

FIG. 12 illustrates example social graph 1200. In particularembodiments, social networking system 1102 may store one or more socialgraphs 1200 in one or more data stores. In particular embodiments,social graph 1200 may include multiple nodes—which may include multipleuser nodes 1202 or multiple concept nodes 1204—and multiple edges 1206connecting the nodes. Example social graph 1200 illustrated in FIG. 12is shown, for didactic purposes, in a two-dimensional visual maprepresentation. In particular embodiments, a social networking system1102, client device 1106, or third-party system 1108 may access socialgraph 1200 and related social-graph information for suitableapplications. The nodes and edges of social graph 1200 may be stored asdata objects, for example, in a data store (such as a social-graphdatabase). Such a data store may include one or more searchable or queryable indexes of nodes or edges of social graph 1200.

In particular embodiments, a user node 1202 may correspond to a user ofsocial networking system 1102. As an example and not by way oflimitation, a user may be an individual (human user), an entity (e.g.,an enterprise, business, or third-party application), or a group (e.g.,of individuals or entities) that interacts or communicates with or oversocial networking system 1102. In particular embodiments, when a userregisters for an account with social networking system 1102, socialnetworking system 1102 may create a user node 1202 corresponding to theuser, and store the user node 1202 in one or more data stores. Users anduser nodes 1202 described herein may, where appropriate, refer toregistered users and user nodes 1202 associated with registered users.In addition or as an alternative, users and user nodes 1202 describedherein may, where appropriate, refer to users that have not registeredwith social networking system 1102. In particular embodiments, a usernode 1202 may be associated with information provided by a user orinformation gathered by various systems, including social networkingsystem 1102. As an example and not by way of limitation, a user mayprovide his or her name, profile picture, contact information, birthdate, sex, marital status, family status, employment, educationbackground, preferences, interests, or other demographic information.Each user node of the social graph may have a corresponding web page(typically known as a profile page). In response to a request includinga user name, the social networking system can access a user nodecorresponding to the user name, and construct a profile page includingthe name, a profile picture, and other information associated with theuser. A profile page of a first user may display to a second user all ora portion of the first user's information based on one or more privacysettings by the first user and the relationship between the first userand the second user.

In particular embodiments, a concept node 1204 may correspond to aconcept. As an example and not by way of limitation, a concept maycorrespond to a place (such as, for example, a movie theater,restaurant, landmark, or city); a website (such as, for example, awebsite associated with social-network system 1102 or a third-partywebsite associated with a web-application server); an entity (such as,for example, a person, business, group, sports team, or celebrity); aresource (such as, for example, an audio file, video file, digitalphoto, text file, structured document, or application) which may belocated within social networking system 1102 or on an external server,such as a web-application server; real or intellectual property (suchas, for example, a sculpture, painting, movie, game, song, idea,photograph, or written work); a game; an activity; an idea or theory;another suitable concept; or two or more such concepts. A concept node1204 may be associated with information of a concept provided by a useror information gathered by various systems, including social networkingsystem 1102. As an example and not by way of limitation, information ofa concept may include a name or a title; one or more images (e.g., animage of the cover page of a book); a location (e.g., an address or ageographical location); a website (which may be associated with a URL);contact information (e.g., a phone number or an email address); othersuitable concept information; or any suitable combination of suchinformation. In particular embodiments, a concept node 1204 may beassociated with one or more data objects corresponding to informationassociated with concept node 1204. In particular embodiments, a conceptnode 1204 may correspond to one or more webpages.

In particular embodiments, a node in social graph 1200 may represent orbe represented by a webpage (which may be referred to as a “profilepage”). Profile pages may be hosted by or accessible to socialnetworking system 1102. Profile pages may also be hosted on third-partywebsites associated with a third-party system 1108. As an example andnot by way of limitation, a profile page corresponding to a particularexternal webpage may be the particular external webpage and the profilepage may correspond to a particular concept node 1204. Profile pages maybe viewable by all or a selected subset of other users. As an exampleand not by way of limitation, a user node 1202 may have a correspondinguser-profile page in which the corresponding user may add content, makedeclarations, or otherwise express himself or herself. As anotherexample and not by way of limitation, a concept node 1204 may have acorresponding concept-profile page in which one or more users may addcontent, make declarations, or express themselves, particularly inrelation to the concept corresponding to concept node 1204.

In particular embodiments, a concept node 1204 may represent athird-party webpage or resource hosted by a third-party system 1108. Thethird-party webpage or resource may include, among other elements,content, a selectable or other icon, or other inter-actable object(which may be implemented, for example, in JavaScript, AJAX, or PUPcodes) representing an action or activity. As an example and not by wayof limitation, a third-party webpage may include a selectable icon suchas “like,” “check in,” “eat,” “recommend,” or another suitable action oractivity. A user viewing the third-party webpage may perform an actionby selecting one of the icons (e.g., “eat”), causing a client device1106 to send to social networking system 1102 a message indicating theuser's action. In response to the message, social networking system 1102may create an edge (e.g., an “eat” edge) between a user node 1202corresponding to the user and a concept node 1204 corresponding to thethird-party webpage or resource and store edge 1206 in one or more datastores.

In particular embodiments, a pair of nodes in social graph 1200 may beconnected to each other by one or more edges 1206. An edge 1206connecting a pair of nodes may represent a relationship between the pairof nodes. In particular embodiments, an edge 1206 may include orrepresent one or more data objects or attributes corresponding to therelationship between a pair of nodes. As an example and not by way oflimitation, a first user may indicate that a second user is a “friend”of the first user. In response to this indication, social networkingsystem 1102 may send a “friend request” to the second user. If thesecond user confirms the “friend request,” social networking system 1102may create an edge 1206 connecting the first user's user node 1202 tothe second user's user node 1202 in social graph 1200 and store edge1206 as social-graph information in one or more of data stores. In theexample of FIG. 12, social graph 1200 includes an edge 1206 indicating afriend relation between user nodes 1202 of user “A” and user “B” and anedge indicating a friend relation between user nodes 1202 of user “C”and user “B.” Although this disclosure describes or illustratesparticular edges 1206 with particular attributes connecting particularuser nodes 1202, this disclosure contemplates any suitable edges 1206with any suitable attributes connecting user nodes 1202. As an exampleand not by way of limitation, an edge 1206 may represent a friendship,family relationship, business or employment relationship, fanrelationship, follower relationship, visitor relationship, subscriberrelationship, superior/subordinate relationship, reciprocalrelationship, non-reciprocal relationship, another suitable type ofrelationship, or two or more such relationships. Moreover, although thisdisclosure generally describes nodes as being connected, this disclosurealso describes users or concepts as being connected. Herein, referencesto users or concepts being connected may, where appropriate, refer tothe nodes corresponding to those users or concepts being connected insocial graph 1200 by one or more edges 1206.

In particular embodiments, an edge 1206 between a user node 1202 and aconcept node 1204 may represent a particular action or activityperformed by a user associated with user node 1202 toward a conceptassociated with a concept node 1204. As an example and not by way oflimitation, as illustrated in FIG. 12, a user may “like,” “attended,”“played,” “listened,” “cooked,” “worked at,” or “watched” a concept,each of which may correspond to an edge type or subtype. Aconcept-profile page corresponding to a concept node 1204 may include,for example, a selectable “check in” icon (such as, for example, aclickable “check in” icon) or a selectable “add to favorites” icon.Similarly, after a user clicks these icons, social networking system1102 may create a “favorite” edge or a “check in” edge in response to auser's action corresponding to a respective action. As another exampleand not by way of limitation, a user (user “C”) may listen to aparticular song (“Ramble On”) using a particular application (SPOTIFY,which is an online music application). In this case, social networkingsystem 1102 may create a “listened” edge 1206 and a “used” edge (asillustrated in FIG. 12) between user nodes 1202 corresponding to theuser and concept nodes 1204 corresponding to the song and application toindicate that the user listened to the song and used the application.Moreover, social networking system 1102 may create a “played” edge 1206(as illustrated in FIG. 12) between concept nodes 1204 corresponding tothe song and the application to indicate that the particular song wasplayed by the particular application. In this case, “played” edge 1206corresponds to an action performed by an external application (SPOTIFY)on an external audio file (the song “Imagine”). Although this disclosuredescribes particular edges 1206 with particular attributes connectinguser nodes 1202 and concept nodes 1204, this disclosure contemplates anysuitable edges 1206 with any suitable attributes connecting user nodes1202 and concept nodes 1204. Moreover, although this disclosuredescribes edges between a user node 1202 and a concept node 1204representing a single relationship, this disclosure contemplates edgesbetween a user node 1202 and a concept node 1204 representing one ormore relationships. As an example and not by way of limitation, an edge1206 may represent both that a user likes and has used at a particularconcept. Alternatively, another edge 1206 may represent each type ofrelationship (or multiples of a single relationship) between a user node1202 and a concept node 1204 (as illustrated in FIG. 12 between usernode 1202 for user “E” and concept node 1204 for “SPOTIFY”).

In particular embodiments, social networking system 1102 may create anedge 1206 between a user node 1202 and a concept node 1204 in socialgraph 1200. As an example and not by way of limitation, a user viewing aconcept-profile page (such as, for example, by using a web browser or aspecial-purpose application hosted by the user's client device 1106) mayindicate that he or she likes the concept represented by the conceptnode 1204 by clicking or selecting a “Like” icon, which may cause theuser's client device 1106 to send to social networking system 1102 amessage indicating the user's liking of the concept associated with theconcept-profile page. In response to the message, social networkingsystem 1102 may create an edge 1206 between user node 1202 associatedwith the user and concept node 1204, as illustrated by “like” edge 1206between the user and concept node 1204. In particular embodiments,social networking system 1102 may store an edge 1206 in one or more datastores. In particular embodiments, an edge 1206 may be automaticallyformed by social networking system 1102 in response to a particular useraction. As an example and not by way of limitation, if a first useruploads a picture, watches a movie, or listens to a song, an edge 1206may be formed between user node 1202 corresponding to the first user andconcept nodes 1204 corresponding to those concepts. Although thisdisclosure describes forming particular edges 1206 in particularmanners, this disclosure contemplates forming any suitable edges 1206 inany suitable manner.

In particular embodiments, an advertisement may be text (which may beHTML-linked), one or more images (which may be HTML-linked), one or morevideos, audio, one or more ADOBE FLASH files, a suitable combination ofthese, or any other suitable advertisement in any suitable digitalformat presented on one or more webpages, in one or more e-mails, or inconnection with search results requested by a user. In addition or as analternative, an advertisement may be one or more sponsored stories(e.g., a news-feed or ticker item on social networking system 1102). Asponsored story may be a social action by a user (such as “liking” apage, “liking” or commenting on a post on a page, RSVPing to an eventassociated with a page, voting on a question posted on a page, checkingin to a place, using an application or playing a game, or “liking” orsharing a website) that an advertiser promotes, for example, by havingthe social action presented within a pre-determined area of a profilepage of a user or other page, presented with additional informationassociated with the advertiser, bumped up or otherwise highlightedwithin news feeds or tickers of other users, or otherwise promoted. Theadvertiser may pay to have the social action promoted. As an example andnot by way of limitation, advertisements may be included among thesearch results of a search-results page, where sponsored content ispromoted over non-sponsored content.

In particular embodiments, an advertisement may be requested for displaywithin social-networking-system webpages, third-party webpages, or otherpages. An advertisement may be displayed in a dedicated portion of apage, such as in a banner area at the top of the page, in a column atthe side of the page, in a GUI of the page, in a pop-up window, in adrop-down menu, in an input field of the page, over the top of contentof the page, or elsewhere with respect to the page. In addition or as analternative, an advertisement may be displayed within an application. Anadvertisement may be displayed within dedicated pages, requiring theuser to interact with or watch the advertisement before the user mayaccess a page or utilize an application. The user may, for example viewthe advertisement through a web browser.

A user may interact with an advertisement in any suitable manner. Theuser may click or otherwise select the advertisement. By selecting theadvertisement, the user may be directed to (or a browser or otherapplication being used by the user) a page associated with theadvertisement. At the page associated with the advertisement, the usermay take additional actions, such as purchasing a product or serviceassociated with the advertisement, receiving information associated withthe advertisement, or subscribing to a newsletter associated with theadvertisement. An advertisement with audio or video may be played byselecting a component of the advertisement (like a “play button”).Alternatively, by selecting the advertisement, social networking system1102 may execute or modify a particular action of the user.

An advertisement may also include social-networking-system functionalitythat a user may interact with. As an example and not by way oflimitation, an advertisement may enable a user to “like” or otherwiseendorse the advertisement by selecting an icon or link associated withendorsement. As another example and not by way of limitation, anadvertisement may enable a user to search (e.g., by executing a query)for content related to the advertiser. Similarly, a user may share theadvertisement with another user (e.g., through social networking system1102) or RSVP (e.g., through social networking system 1102) to an eventassociated with the advertisement. In addition or as an alternative, anadvertisement may include social-networking-system context directed tothe user. As an example and not by way of limitation, an advertisementmay display information about a friend of the user within socialnetworking system 1102 who has taken an action associated with thesubject matter of the advertisement.

In particular embodiments, social networking system 1102 may determinethe social-graph affinity (which may be referred to herein as“affinity”) of various social-graph entities for each other. Affinitymay represent the strength of a relationship or level of interestbetween particular objects associated with the online social network,such as users, concepts, content, actions, advertisements, other objectsassociated with the online social network, or any suitable combinationthereof. Affinity may also be determined with respect to objectsassociated with third-party systems or other suitable systems. Anoverall affinity for a social-graph entity for each user, subjectmatter, or type of content may be established. The overall affinity maychange based on continued monitoring of the actions or relationshipsassociated with the social-graph entity. Although this disclosuredescribes determining particular affinities in a particular manner, thisdisclosure contemplates determining any suitable affinities in anysuitable manner.

In particular embodiments, social networking system 1102 may measure orquantify social-graph affinity using an affinity coefficient (which maybe referred to herein as “coefficient”). The coefficient may representor quantify the strength of a relationship between particular objectsassociated with the online social network. The coefficient may alsorepresent a probability or function that measures a predictedprobability that a user will perform a particular action based on theuser's interest in the action. In this way, a user's future actions maybe predicted based on the user's prior actions, where the coefficientmay be calculated at least in part a the history of the user's actions.Coefficients may be used to predict any number of actions, which may bewithin or outside of the online social network. As an example and not byway of limitation, these actions may include various types ofcommunications, such as sending messages, posting content, or commentingon content; various types of observation actions, such as accessing orviewing profile pages, media, or other suitable content; various typesof coincidence information about two or more social-graph entities, suchas being in the same group, tagged in the same photograph, checked-in atthe same location, or attending the same event; or other suitableactions. Although this disclosure describes measuring affinity in aparticular manner, this disclosure contemplates measuring affinity inany suitable manner.

In particular embodiments, social networking system 1102 may use avariety of factors to calculate a coefficient. These factors mayinclude, for example, user actions, types of relationships betweenobjects, location information, other suitable factors, or anycombination thereof. In particular embodiments, different factors may beweighted differently when calculating the coefficient. The weights foreach factor may be static or the weights may change according to, forexample, the user, the type of relationship, the type of action, theuser's location, and so forth. Ratings for the factors may be combinedaccording to their weights to determine an overall coefficient for theuser. As an example and not by way of limitation, particular useractions may be assigned both a rating and a weight while a relationshipassociated with the particular user action is assigned a rating and acorrelating weight (e.g., so the weights total 250%). To calculate thecoefficient of a user towards a particular object, the rating assignedto the user's actions may comprise, for example, 60% of the overallcoefficient, while the relationship between the user and the object maycomprise 40% of the overall coefficient. In particular embodiments, thesocial networking system 1102 may consider a variety of variables whendetermining weights for various factors used to calculate a coefficient,such as, for example, the time since information was accessed, decayfactors, frequency of access, relationship to information orrelationship to the object about which information was accessed,relationship to social-graph entities connected to the object, short- orlong-term averages of user actions, user feedback, other suitablevariables, or any combination thereof. As an example and not by way oflimitation, a coefficient may include a decay factor that causes thestrength of the signal provided by particular actions to decay withtime, such that more recent actions are more relevant when calculatingthe coefficient. The ratings and weights may be continuously updatedbased on continued tracking of the actions upon which the coefficient isbased. Any type of process or algorithm may be employed for assigning,combining, averaging, and so forth the ratings for each factor and theweights assigned to the factors. In particular embodiments, socialnetworking system 1102 may determine coefficients using machine-learningalgorithms trained on historical actions and past user responses, ordata farmed from users by exposing them to various options and measuringresponses. Although this disclosure describes calculating coefficientsin a particular manner, this disclosure contemplates calculatingcoefficients in any suitable manner.

In particular embodiments, social networking system 1102 may calculate acoefficient based on a user's actions. Social networking system 1102 maymonitor such actions on the online social network, on a third-partysystem 1108, on other suitable systems, or any combination thereof. Anysuitable type of user actions may be tracked or monitored. Typical useractions include viewing profile pages, creating or posting content,interacting with content, joining groups, listing and confirmingattendance at events, checking-in at locations, liking particular pages,creating pages, and performing other tasks that facilitate socialaction. In particular embodiments, social networking system 1102 maycalculate a coefficient based on the user's actions with particulartypes of content. The content may be associated with the online socialnetwork, a third-party system 1108, or another suitable system. Thecontent may include users, profile pages, posts, news stories,headlines, instant messages, chat room conversations, emails,advertisements, pictures, video, music, other suitable objects, or anycombination thereof. Social networking system 1102 may analyze a user'sactions to determine whether one or more of the actions indicate anaffinity for subject matter, content, other users, and so forth. As anexample and not by way of limitation, if a user may make frequentlyposts content related to “coffee” or variants thereof, social networkingsystem 1102 may determine the user has a high coefficient with respectto the concept “coffee.” Particular actions or types of actions may beassigned a higher weight and/or rating than other actions, which mayaffect the overall calculated coefficient. As an example and not by wayof limitation, if a first user emails a second user, the weight or therating for the action may be higher than if the first user simply viewsthe user-profile page for the second user.

In particular embodiments, social networking system 1102 may calculate acoefficient based on the type of relationship between particularobjects. Referencing the social graph 1200, social networking system1102 may analyze the number and/or type of edges 1206 connectingparticular user nodes 1202 and concept nodes 1204 when calculating acoefficient. As an example and not by way of limitation, user nodes 1202that are connected by a spouse-type edge (representing that the twousers are married) may be assigned a higher coefficient than a usernodes 1202 that are connected by a friend-type edge. In other words,depending upon the weights assigned to the actions and relationships forthe particular user, the overall affinity may be determined to be higherfor content about the user's spouse than for content about the user'sfriend. In particular embodiments, the relationships a user has withanother object may affect the weights and/or the ratings of the user'sactions with respect to calculating the coefficient for that object. Asan example and not by way of limitation, if a user is tagged in firstphoto, but merely likes a second photo, social networking system 1102may determine that the user has a higher coefficient with respect to thefirst photo than the second photo because having a tagged-in-typerelationship with content may be assigned a higher weight and/or ratingthan having a like-type relationship with content. In particularembodiments, social networking system 1102 may calculate a coefficientfor a first user based on the relationship one or more second users havewith a particular object. In other words, the connections andcoefficients other users have with an object may affect the first user'scoefficient for the object. As an example and not by way of limitation,if a first user is connected to or has a high coefficient for one ormore second users, and those second users are connected to or have ahigh coefficient for a particular object, social networking system 1102may determine that the first user should also have a relatively highcoefficient for the particular object. In particular embodiments, thecoefficient may be based on the degree of separation between particularobjects. Degree of separation between any two nodes is defined as theminimum number of hops required to traverse the social graph from onenode to the other. A degree of separation between two nodes can beconsidered a measure of relatedness between the users or the conceptsrepresented by the two nodes in the social graph. For example, two usershaving user nodes that are directly connected by an edge (i.e., arefirst-degree nodes) may be described as “connected users” or “friends.”Similarly, two users having user nodes that are connected only throughanother user node (i.e., are second-degree nodes) may be described as“friends of friends.” The lower coefficient may represent the decreasinglikelihood that the first user will share an interest in content objectsof the user that is indirectly connected to the first user in the socialgraph 1200. As an example and not by way of limitation, social-graphentities that are closer in the social graph 1200 (i.e., fewer degreesof separation) may have a higher coefficient than entities that arefurther apart in the social graph 1200.

In particular embodiments, social networking system 1102 may calculate acoefficient based on location information. Objects that aregeographically closer to each other may be considered to be morerelated, or of more interest, to each other than more distant objects.In particular embodiments, the coefficient of a user towards aparticular object may be based on the proximity of the object's locationto a current location associated with the user (or the location of aclient device 1106 of the user). A first user may be more interested inother users or concepts that are closer to the first user. As an exampleand not by way of limitation, if a user is one mile from an airport andtwo miles from a gas station, social networking system 1102 maydetermine that the user has a higher coefficient for the airport thanthe gas station based on the proximity of the airport to the user.

In particular embodiments, social networking system 1102 may performparticular actions with respect to a user based on coefficientinformation. Coefficients may be used to predict whether a user willperform a particular action based on the user's interest in the action.A coefficient may be used when generating or presenting any type ofobjects to a user, such as advertisements, search results, news stories,media, messages, notifications, or other suitable objects. Thecoefficient may also be utilized to rank and order such objects, asappropriate. In this way, social networking system 1102 may provideinformation that is relevant to user's interests and currentcircumstances, increasing the likelihood that they will find suchinformation of interest. In particular embodiments, social networkingsystem 1102 may generate content based on coefficient information.Content objects may be provided or selected based on coefficientsspecific to a user. As an example and not by way of limitation, thecoefficient may be used to generate media for the user, where the usermay be presented with media for which the user has a high overallcoefficient with respect to the media object. As another example and notby way of limitation, the coefficient may be used to generateadvertisements for the user, where the user may be presented withadvertisements for which the user has a high overall coefficient withrespect to the advertised object. In particular embodiments, socialnetworking system 1102 may generate search results based on coefficientinformation. Search results for a particular user may be scored orranked based on the coefficient associated with the search results withrespect to the querying user. As an example and not by way oflimitation, search results corresponding to objects with highercoefficients may be ranked higher on a search-results page than resultscorresponding to objects having lower coefficients.

In particular embodiments, social networking system 1102 may calculate acoefficient in response to a request for a coefficient from a particularsystem or process. To predict the likely actions a user may take (or maybe the subject of) in a given situation, any process may request acalculated coefficient for a user. The request may also include a set ofweights to use for various factors used to calculate the coefficient.This request may come from a process running on the online socialnetwork, from a third-party system 1108 (e.g., via an API or othercommunication channel), or from another suitable system. In response tothe request, social networking system 1102 may calculate the coefficient(or access the coefficient information if it has previously beencalculated and stored). In particular embodiments, social networkingsystem 1102 may measure an affinity with respect to a particularprocess. Different processes (both internal and external to the onlinesocial network) may request a coefficient for a particular object or setof objects. Social networking system 1102 may provide a measure ofaffinity that is relevant to the particular process that requested themeasure of affinity. In this way, each process receives a measure ofaffinity that is tailored for the different context in which the processwill use the measure of affinity.

In connection with social-graph affinity and affinity coefficients,particular embodiments may utilize one or more systems, components,elements, functions, methods, operations, or steps disclosed in U.S.patent application Ser. No. 11/503,093, filed Aug. 8, 2006, U.S. patentapplication Ser. No. 12/977,027, filed Dec. 22, 2010, U.S. patentapplication Ser. No. 12/978,265, filed Dec. 23, 2010, and U.S. patentapplication Ser. No. 13/632,869, field Oct. 1, 2012, each of which isincorporated by reference in their entirety.

In particular embodiments, one or more of the content objects of theonline social network may be associated with a privacy setting. Theprivacy settings (or “access settings”) for an object may be stored inany suitable manner, such as, for example, in association with theobject, in an index on an authorization server, in another suitablemanner, or any combination thereof. A privacy setting of an object mayspecify how the object (or particular information associated with anobject) can be accessed (e.g., viewed or shared) using the online socialnetwork. Where the privacy settings for an object allow a particularuser to access that object, the object may be described as being“visible” with respect to that user. As an example and not by way oflimitation, a user of the online social network may specify privacysettings for a user-profile page identify a set of users that may accessthe work experience information on the user-profile page, thus excludingother users from accessing the information. In particular embodiments,the privacy settings may specify a “blocked list” of users that shouldnot be allowed to access certain information associated with the object.In other words, the blocked list may specify one or more users orentities for which an object is not visible. As an example and not byway of limitation, a user may specify a set of users that may not accessphotos albums associated with the user, thus excluding those users fromaccessing the photo albums (while also possibly allowing certain usersnot within the set of users to access the photo albums). In particularembodiments, privacy settings may be associated with particularsocial-graph elements. Privacy settings of a social-graph element, suchas a node or an edge, may specify how the social-graph element,information associated with the social-graph element, or content objectsassociated with the social-graph element can be accessed using theonline social network. As an example and not by way of limitation, aparticular concept node 1204 corresponding to a particular photo mayhave a privacy setting specifying that the photo may only be accessed byusers tagged in the photo and their friends. In particular embodiments,privacy settings may allow users to opt in or opt out of having theiractions logged by social networking system 1102 or shared with othersystems (e.g., third-party system 1108). In particular embodiments, theprivacy settings associated with an object may specify any suitablegranularity of permitted access or denial of access. As an example andnot by way of limitation, access or denial of access may be specifiedfor particular users (e.g., only me, my roommates, and my boss), userswithin a particular degrees-of-separation (e.g., friends, orfriends-of-friends), user groups (e.g., the gaming club, my family),user networks (e.g., employees of particular employers, students oralumni of particular university), all users (“public”), no users(“private”), users of third-party systems, particular applications(e.g., third-party applications, external websites), other suitableusers or entities, or any combination thereof. Although this disclosuredescribes using particular privacy settings in a particular manner, thisdisclosure contemplates using any suitable privacy settings in anysuitable manner.

In particular embodiments, one or more servers may beauthorization/privacy servers for enforcing privacy settings. Inresponse to a request from a user (or other entity) for a particularobject stored in a data store, social networking system 1102 may send arequest to the data store for the object. The request may identify theuser associated with the request and may only be sent to the user (or aclient device 1106 of the user) if the authorization server determinesthat the user is authorized to access the object based on the privacysettings associated with the object. If the requesting user is notauthorized to access the object, the authorization server may preventthe requested object from being retrieved from the data store, or mayprevent the requested object from be sent to the user. In the searchquery context, an object may only be generated as a search result if thequerying user is authorized to access the object. In other words, theobject must have a visibility that is visible to the querying user. Ifthe object has a visibility that is not visible to the user, the objectmay be excluded from the search results. Although this disclosuredescribes enforcing privacy settings in a particular manner, thisdisclosure contemplates enforcing privacy settings in any suitablemanner.

In the foregoing specification, the invention has been described withreference to specific exemplary embodiments thereof. Various embodimentsand aspects of the invention(s) are described with reference to detailsdiscussed herein, and the accompanying drawings illustrate the variousembodiments. The description above and drawings are illustrative of theinvention and are not to be construed as limiting the invention.Numerous specific details are described to provide a thoroughunderstanding of various embodiments of the present invention.

The present invention may be embodied in other specific forms withoutdeparting from its spirit or essential characteristics. The describedembodiments are to be considered in all respects only as illustrativeand not restrictive. For example, the methods described herein may beperformed with less or more steps/acts or the steps/acts may beperformed in differing orders. Additionally, the steps/acts describedherein may be repeated or performed in parallel with one another or inparallel with different instances of the same or similar steps/acts. Thescope of the invention is, therefore, indicated by the appended claimsrather than by the foregoing description. All changes that come withinthe meaning and range of equivalency of the claims are to be embracedwithin their scope.

1-20. (canceled)
 21. A method comprising: identifying a plurality ofsocial networking posts comprising user-generated digital content itemsdepicting products; determining confidence scores for the plurality ofsocial networking posts indicating likelihoods that the depictedproducts correspond to a social networking merchant; based ondetermining confidence scores indicating a set of products correspondingto the social networking merchant, determining population engagementscores for the set of products indicating respective predictions ofengagement by a user population with products within the set ofproducts; and providing, based on the population engagement scores andfor display on a merchant device associated with the social networkingmerchant, an insight interface comprising a collection of user-generateddigital content items depicting one or more products from the set ofproducts.
 22. The method of claim 21, wherein determining the confidencescores indicating the set of products corresponding to the socialnetworking merchant comprises: comparing visual characteristics ofproducts within the user-generated digital content items with visualcharacteristics of products within a catalog associated with the socialnetworking merchant; determining the confidence scores for the productsbased on comparing the visual characteristics; and selecting productswith confidence scores that satisfy a threshold confidence to includewithin the set of products corresponding to the social networkingmerchant.
 23. The method of claim 21, wherein determining the confidencescores indicating the set of products corresponding to the socialnetworking merchant comprises: comparing tags associated with productswithin the user-generated digital content items and tags associated withproducts within a catalog associated with the social networkingmerchant; determining the confidence scores for the products based oncomparing the tags; and selecting products with confidence scores thatsatisfy a threshold confidence to include within the set of productscorresponding to the social networking merchant.
 24. The method of claim21, wherein determining the population engagement scores comprises:identifying the user population by determining a demographic of socialnetworking users that defines the user population; and determiningpredictions of users within the user population engaging with respectiveproducts within the set of products.
 25. The method of claim 21, whereindetermining the population engagement scores comprises: determining ahistory of user interactions for the user population that indicatesprevious user interactions with respect to one or more products withinthe set of products; and assigning higher population engagement scoresfor products with more previous user interactions than for products withfewer previous user interactions.
 26. The method of claim 21, whereinproviding the insight interface comprises: ranking the collection ofuser-generated content items according to respective populationengagement scores; and providing the collection of user-generateddigital content items for display within the insight interface in orderaccording to the ranking.
 27. The method of claim 21, wherein providingthe insight interface comprises: determining, based on the populationengagement scores for the set of products, population engagement scoresfor different combinations of products within the set of productscorresponding to the social networking merchant; and identifying acombination of products to include within the insight interface based onthe population engagement scores for the different combinations ofproducts.
 28. A non-transitory computer readable storage mediumcomprising instructions that, when executed by at least one processor,cause a computing system to: identify a plurality of social networkingposts comprising user-generated digital content items depictingproducts; determine confidence scores for the plurality of socialnetworking posts indicating likelihoods that the depicted productscorrespond to a social networking merchant; based on determiningconfidence scores indicating a set of products corresponding to thesocial networking merchant, determine population engagement scores forthe set of products indicating respective predictions of engagement by auser population with products within the set of products; and provide,based on the population engagement scores and for display on a merchantdevice associated with the social networking merchant, an insightinterface comprising a collection of user-generated digital contentitems depicting one or more products from the set of products.
 29. Thenon-transitory computer readable storage medium of claim 28, furthercomprising instructions that, when executed by the at least oneprocessor, cause the computing system to determine the confidence scoresindicating the set of products corresponding to the social networkingmerchant by: comparing visual characteristics of products within theuser-generated digital content items with visual characteristics ofproducts within a catalog associated with the social networkingmerchant; determining the confidence scores for the products based oncomparing the visual characteristics; and selecting products withconfidence scores that satisfy a threshold confidence to include withinthe set of products corresponding to the social networking merchant. 30.The non-transitory computer readable storage medium of claim 28, furthercomprising instructions that, when executed by the at least oneprocessor, cause the computing system to determine the confidence scoresindicating the set of products corresponding to the social networkingmerchant by: comparing tags associated with products within theuser-generated digital content items and tags associated with productswithin a catalog associated with the social networking merchant;determining the confidence scores for the products based on comparingthe tags; and selecting products with confidence scores that satisfy athreshold confidence to include within the set of products correspondingto the social networking merchant.
 31. The non-transitory computerreadable storage medium of claim 28, further comprising instructionsthat, when executed by the at least one processor, cause the computingsystem to determine the population engagement scores by: identifying theuser population by determining a demographic of social networking usersthat defines the user population; and determining predictions of userswithin the user population engaging with respective products within theset of products.
 32. The non-transitory computer readable storage mediumof claim 28, further comprising instructions that, when executed by theat least one processor, cause the computing system to determine thepopulation engagement scores by: determining a history of userinteractions for the user population that indicates previous userinteractions with respect to one or more products within the set ofproducts; and assigning higher population engagement scores for productswith more previous user interactions than for products with fewerprevious user interactions.
 33. The non-transitory computer readablestorage medium of claim 28, further comprising instructions that, whenexecuted by the at least one processor, cause the computing system toprovide the insight interface by: ranking the collection ofuser-generated content items according to respective populationengagement scores; and providing the collection of user-generateddigital content items for display within the insight interface in orderaccording to the ranking.
 34. The non-transitory computer readablestorage medium of claim 28, further comprising instructions that, whenexecuted by the at least one processor, cause the computing system toprovide the insight interface by: determining, based on the populationengagement scores for the set of products, population engagement scoresfor different combinations of products within the set of productscorresponding to the social networking merchant; and identifying acombination of products to include within the insight interface based onthe population engagement scores for the different combinations ofproducts.
 35. A system comprising: at least one processor; and at leastone non-transitory computer readable storage medium comprisinginstructions that, when executed by at least one processor, cause thesystem to: identify a plurality of social networking posts comprisinguser-generated digital content items depicting products; determineconfidence scores for the plurality of social networking postsindicating likelihoods that the depicted products correspond to a socialnetworking merchant; based on determining confidence scores indicating aset of products corresponding to the social networking merchant,determine population engagement scores for the set of productsindicating respective predictions of engagement by a user populationwith products within the set of products; and provide, based on thepopulation engagement scores and for display on a merchant deviceassociated with the social networking merchant, an insight interfacecomprising a collection of user-generated digital content itemsdepicting one or more products from the set of products.
 36. The systemof claim 35, further comprising instructions that, when executed by theat least one processor, cause the system to determine the confidencescores indicating the set of products corresponding to the socialnetworking merchant by: comparing visual characteristics of productswithin the user-generated digital content items with visualcharacteristics of products within a catalog associated with the socialnetworking merchant; determining the confidence scores for the productsbased on comparing the visual characteristics; and selecting productswith confidence scores that satisfy a threshold confidence to includewithin the set of products corresponding to the social networkingmerchant.
 37. The system of claim 35, further comprising instructionsthat, when executed by the at least one processor, cause the system todetermine the confidence scores indicating the set of productscorresponding to the social networking merchant by: comparing tagsassociated with products within the user-generated digital content itemsand tags associated with products within a catalog associated with thesocial networking merchant; determining the confidence scores for theproducts based on comparing the tags; and selecting products withconfidence scores that satisfy a threshold confidence to include withinthe set of products corresponding to the social networking merchant. 38.The system of claim 35, further comprising instructions that, whenexecuted by the at least one processor, cause the system to determinethe population engagement scores by: identifying the user population bydetermining a demographic of social networking users that defines theuser population; and determining predictions of users within the userpopulation engaging with respective products within the set of products.39. The system of claim 35, further comprising instructions that, whenexecuted by the at least one processor, cause the system to determinethe population engagement scores by: determining a history of userinteractions for the user population that indicates previous userinteractions with respect to one or more products within the set ofproducts; and assigning higher population engagement scores for productswith more previous user interactions than for products with fewerprevious user interactions.
 40. The system of claim 35, furthercomprising instructions that, when executed by the at least oneprocessor, cause the system to provide the insight interface by: rankingthe collection of user-generated content items according to respectivepopulation engagement scores; and providing the collection ofuser-generated digital content items for display within the insightinterface in order according to the ranking.